Huawei’s latest foldable smartphone, the Pura X, is a striking departure from conventional designs, featuring a 7.85-inch OLED foldable display with a 16:10 aspect ratio — a rarity in the foldable space. With a 120Hz refresh rate, 4520mAh battery, and 66W fast charging, the Pura X promises a high-end experience for those willing to adopt Huawei’s ecosystem. However, despite its impressive hardware, one major question looms over the device: will it ever be available outside China?
A China-exclusive strategy?
Unlike Samsung and Motorola, which aggressively market their foldables globally, Huawei’s approach has been far more insular. The Pura X, like several of Huawei’s recent flagship releases, has so far been limited to the Chinese market, with no official announcement regarding international availability.
Part of this restriction stems from ongoing U.S. sanctions, which have prevented Huawei from accessing critical 5G-enabled chipsets and Google services. While the Pura X is expected to run HarmonyOS — a robust but regionally constrained operating system — its lack of natively installed Google apps remains a hurdle for global adoption.
The bigger picture: Huawei’s position in the foldable market
Despite political and technological challenges, Huawei remains a leader in foldable innovation. The company was among the first to introduce outward-folding devices with the Mate X series and continues to refine its designs with the inward-folding Mate X5 and now the Pura X.
However, the global foldable market is shifting. Samsung, Oppo, Xiaomi, and Honor are all competing for dominance, with Samsung still holding the lion’s share outside China. Huawei’s inability to push its devices internationally puts it at a disadvantage — especially when brands like Honor, a former Huawei sub-brand, are making global strides with devices such as the Magic V2 and Magic V3.
According to Counterpoint Research, China’s foldable smartphone market grew by 73% year-over-year in 2023, with Huawei leading the segment at 43% market share. This dominance in its home market underscores why Huawei remains focused on China rather than pushing aggressively into global markets where it faces logistical and regulatory challenges.
What this means for South Africa
For South African consumers, the Pura X is unlikely to be a realistic option unless Huawei formally expands its distribution channels or individuals opt to import the device — often at a steep markup and without official local support. Huawei has continued to sell select flagship models in South Africa, but the Pura X doesn’t currently appear on the company’s regional roadmap.
In contrast, Samsung dominates the local foldable market, with its Galaxy Z Flip and Z Fold series enjoying strong carrier and retail support. Unless Huawei can overcome geopolitical and market barriers, South African consumers may have to look elsewhere for their next foldable experience.
Final thoughts
The Huawei Pura X is a bold reimagining of the vertical foldable, offering a wider screen and premium build that challenge industry norms. However, its China-only release strategy reinforces Huawei’s shrinking global footprint in the smartphone sector. While the device showcases impressive hardware, its future beyond China remains uncertain — leaving potential buyers to wonder whether it’s worth the effort to import, or if more accessible alternatives from Samsung, Oppo, or Honor are the better bet.