The new HUAWEI Pura 90s Series, now available in South Africa, is firmly focused on the latter. This is a flagship built around seeing further, capturing more detail and staying connected at the speeds today’s mobile lives demand.

It is a combination Huawei sums up simply as Master Zoom, Max Speed.

At one end is a formidable new 200MP telephoto imaging system designed to bring distant subjects remarkably close. At the other is an equally significant development for South African HUAWEI fans.

5G connectivity is back on Huawei flagship smartphones, with the HUAWEI Pura 90s Series marking its return to the company’s local flagship portfolio.

Together, they make this generation of Pura about much more than taking a great photograph.

5G is back

The HUAWEI Pura 90s Series marks the return of 5G connectivity to HUAWEI’s flagship smartphones in South Africa.

And that becomes particularly interesting when paired with a camera capable of producing high-resolution photographs and video.

Capturing the moment is only half of modern smartphone photography. We immediately want to send it to family, upload it to social media, back it up to the cloud or share video while we’re still at the event. Faster upload and download speeds make those everyday experiences quicker and more responsive.

Backed by Huawei’s communications technology, the series combines 5G connectivity with stronger signal performance and faster upload and download speeds. From streaming high-definition content and joining video calls to navigating on the move and uploading high-resolution images, the idea behind Max Speed is ultimately about making connectivity feel seamless.

Capture with Master Zoom. Share with Max Speed.

200MP changes what zoom can do

Smartphone photography has become exceptionally good at capturing what is directly in front of us. The challenge has always been what happens when the action is further away.

The HUAWEI Pura 90s Pro Max tackles that with an industry-leading 200MP Ultra Large Sensor Telephoto Camera featuring a 1/1.28-inch sensor and the first-ever 200MP RYYB sensor. The combination is designed to retain extraordinary levels of detail when shooting subjects at a distance.

That matters in the real world. Think about photographing wildlife without getting closer, capturing the action from the stands at a sporting event or getting a great shot of your favourite performer when your concert ticket puts you several rows back.

The phone’s chip-level 200MP RAW real-time processing technology also enables ultra-clear 20x telephoto video recording, supported by CIPA 7.0 image stabilisation to help deliver clearer, steadier footage when shooting handheld.

The telephoto capability even extends to the other end of the scale. With support for a minimum focusing distance of up to 5cm, users can explore intricate details in subjects such as flowers and insects through telephoto macro photography.

Getting the colour right matters too

Resolution is only one part of a great photograph. The HUAWEI Pura 90s Series introduces True-to-Colour Camera 2.0, delivering a 43% improvement in colour accuracy and a 34% wider colour gamut. 

The goal is straightforward: the sunset, skin tone or landscape you photograph should look like the one you remember.

AI then steps in where the photographer needs a little help. AI Composition provides intelligent framing guidance, AI De-glare tackles distracting reflections from glass and screens, while AI Move lets users reposition or duplicate subjects and intelligently reconstructs the background.

A flagship designed for everyday life

Huawei hasn’t stopped at imaging and connectivity. The HUAWEI Pura 90s Pro Max features Anti-Reflection and Scratch-resistant Kunlun Glass, reducing reflections by up to 70% while improving outdoor visibility and scratch resistance.

A 6000mAh battery powers the series, with the HUAWEI Pura 90s Pro supporting 66W HUAWEI SuperCharge and the Pro Max supporting 100W HUAWEI SuperCharge. Huawei’s new system-level AI assistant, Celia, adds another layer of intelligence to everyday interactions.

All of this comes wrapped in Huawei’s Rhythm of Colour design philosophy, with locally available finishes spanning the sophisticated Blush Gold, Blaze Purple and Graphite Black on the Pro Max and the more playful Orange Soda, Coconut White and Mulberry Black on the Pro.

The result is a flagship that brings two sides of the modern smartphone experience together. One is about capturing what previously felt too distant. The other is about making sure the technology can keep pace once you’ve captured it.

Master Zoom. Max Speed. And 5G is back.

The HUAWEI Pura 90s Series is now available through select retailers, Huawei Experience Stores, operators and the Huawei Online Store, from R849 per month over 36 months or from R19,999.

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HONOR’s Calculated Climb

At the centre of this shake-up is the HONOR 200 Lite, July’s best-selling postpaid device. With 46% of its sales tied to postpaid plans, the device outperformed mid-range staples like Samsung’s Galaxy A25 and A35, which achieved 28% and 23%, respectively. The secret to HONOR’s success? A sweet spot of affordability and functionality, with the 200 Lite priced at R349 on a 36-month plan — an offering that appeals to the country’s budget-conscious but tech-savvy consumers.

HONOR’s momentum isn’t confined to a single device. Models like the HONOR X7B complemented this performance, proving the brand’s ability to compete across price tiers. What makes HONOR’s rise particularly striking is its ability to attract consumers who previously leaned towards more established names like Samsung or Huawei.

Samsung Still Leads — But Faces a New Reality

Make no mistake: Samsung remains the dominant player, holding 29% of the top 25 postpaid devices sold in July. Models like the Galaxy A25 and A35 are still crowd favourites, helping Samsung secure a steady stream of mid-range sales.

However, the cracks in Samsung’s dominance are beginning to show. Its flagship Galaxy S24 Ultra saw a 7% decline in month-on-month sales, hinting at increased competition in the high-end space. More critically, HONOR’s strong showing in the mid-range — a segment Samsung has long dominated — raises questions about how well the company can defend its position moving forward.

The Role of Apple and Huawei

While HONOR and Samsung grab headlines, Apple and Huawei remain steady players in the background. Apple captured 12% of the top 25 market, driven by the performance of its iPhone 15 series, which continues to attract a loyal premium customer base.

Huawei, on the other hand, claimed 14% of the market. Devices like the Nova Y72 and Pura 70 show that Huawei still commands a following in South Africa, particularly in the mid-range space. While Huawei may not be threatening Samsung’s or HONOR’s share directly, its steady performance ensures it remains a key player.

Consumer Trends: Networks Shape the Market

Weekly sell-out trends offer further insights into South Africa’s postpaid dynamics. Sales rose steadily throughout July, peaking at 3,457 units in week 30, reflecting increasing demand for contract-based offerings.

MTN and Vodacom remain the dominant networks, accounting for 30% and 51% of postpaid sales, respectively. The role of networks in bundling affordable plans with top-selling devices cannot be overstated — it’s a dynamic that has allowed HONOR to rapidly penetrate the market by leveraging its partnerships.

A Market at a Crossroads

HONOR’s rise signals more than just a new competitor entering the fray — it’s a wake-up call to incumbents like Samsung. As South African consumers demand better value and flexibility, brands that deliver compelling features without breaking the bank will increasingly dominate the conversation.

Samsung, for all its legacy and scale, can’t afford complacency. With HONOR’s 200 Lite stealing the spotlight in July, the coming months will determine whether this is a momentary shift or the beginning of a larger realignment in the market. One thing is certain: the battle for South Africa’s postpaid smartphone market is just getting started.

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