Last year, the highlight was all about the Pura 80 Ultra with its switchable telephoto lenses.

However, the Chinese super brand rewrites the script this time. HUAWEI ditches both the Pro+ and Ultra models in favor of the all-new Pura 90 Pro Max. That’s alongside a smaller Pro and vanilla models in tow.

Pro Max supremacy

Just like the iPhone 17 Pro Max and Xiaomi 17 Pro Max, the HUAWEI Pura 90 Pro Max also features a ginormous 6.9-inch screen.

It’s an LTPO OLED panel with an adaptive 1~120Hz refresh rate with support for 1.07 Billion Colors and DCI-P3 Wide Color Gamut.

After years of hiding the chipset used, HUAWEI has gotten transparent this time.

The Pura 90 Pro Max uses their in-house Kirin 9030S chipset which promises 25% increase in overall performance compared to previous generation. Memory configuration can either be 12/16GB with storage choices between 256/512GB or 1TB.

Battery capacity also got some boost. From last year’s 5700mAh to a bigger 6000mAh capacity this time. HUAWEI SuperCharge speeds remain the same at 100W wired / 80W wireless.

Graphics by Vincenz Lee | GadgetMatch

Ultimately, the cameras are definitely on the “Pro Max” level. Still, sticking with the brand’s unique “Forward Symbol” camera design.

There’s a 50MP main (wide) camera with a variable aperture between f/1.4 to f/4.0. While HUAWEI’s switchable telephoto lenses aren’t present, its bottom telephoto camera is still very capable at 200MP with a f/2.6 lens opening.

That zoom module is capable of optically zooming in to 4x and as far as 100x digitally.

Ultra-wide shooting is neither compromised at 50MP f/2.2. HUAWEI has also included the RedMaple camera — or a spectral sensor that measures light surroundings for the most accurate image output possible.

As for selfies, it was the same ol’ 13MP f/2.0 front shooter.

The base and the lesser Pro

As mentioned, there’s the HUAWEI Pura 90 Pro which borrows most features found on its bigger brother. Albeit, the camera differences are noticeable.

The base Pura 90 offers the best selfie shooter on paper. Meanwhile, the variable aperture main camera is the only thing the smaller Pro borrowed from its Pro Max brother.

Unlike the Pro Max model, the Pura 90 Pro offers the smallest screen size at 6.6 inches. Whereas the base Pura 90 serves as the middle-ground for having a 6.8-inch display.

GIF by Vincenz Lee | GadgetMatch

Moreover, the vanilla variant relies on Kirin 9010S instead — a slightly configured chipset used by the Pura 70 Ultra and Mate 70 series last year. It promises 15% performance improvements nevertheless.

Also, the regular Pura 90 model rocks the biggest smartphone battery in the series at 6500mAh. It also has a dual-punch hole cutout instead of one. It houses an extra ToF 3D sensor for a more secure face unlocking that its Pro siblings do not have.

However, max storage is limited to 512GB, wireless charging is capped at 50W, and front glass protection uses the first iteration of Kunlun glass (vs 2nd gen in Pro models).

All models though are IP68 and IP69 rated and run the updated HarmonyOS 6.1 along its AI magic out of the box.

Pricing and Availability

The HUAWEI Pura 90 Pro Max are available in five nature-inspired colorways: Sea of Oranges, Purple Glow, Emerald Lake, Golden Dawn, Obsidian Black.

On the other hand, the Pura 90 Pro leans more into the fruity side: Pink Guava, Orange Soda, Coconut Green White, Mulberry Black.

GIF by Vincenz Lee | GadgetMatch

Lastly, the base Pura 90 has the least and most generic shades: Roland Purple, Velvet Black, and Snowy White.

Configurations

Pura 90 Pro Max

• 12+256GB = CNY 6499 (US$ 910 / EUR 780 / GBP 670 / SG$ 1165 / MYR 3765 / PhP 51,650 / INR 78,850)
• 12+512GB = CNY 6999 (US$ 980 / EUR 835 / GBP 730 / SG$ 1260 / MYR 4130 / PhP 56,440 / INR 87,110)
• 16+512GB = CNY 7499 (US$ 1100 / EUR 900 / GBP 780 / SG$ 1345 / MYR 4355 / PhP 59,590 / INR 90,980)
• 16+1TB = CNY 8499 (US$ 1185 / EUR 1020 / GBP 870 / SG$ 1520 / MYR 4930 / PhP 67,670 / INR 101,930)

Pura90 Pro

• 12+256GB = CNY 5499 (US$ 770 / EUR 660 / GBP 570 / SG$ 985 / MYR 3190 / PhP 43,700 / INR 66,720)
• 12+512GB = CNY 5999 (US$ 845 / EUR 730 / GBP 635 / SG$ 1095 / MYR 3560 / PhP 49,085 / INR 74,715)
• 16+512GB = CNY 6499 (US$ 910 / EUR 780 / GBP 670 / SG$ 1165 / MYR 3765 / PhP 51,650 / INR 78,850)
• 16+1TB = CNY 7499 (US$ 1100 / EUR 900 / GBP 780 / SG$ 1345 / MYR 4355 / PhP 59,590 / INR 90,980)

Pura 90

• 12+256GB = CNY 4699 (US$ 660 / EUR 570 / GBP 495 / SG$ 860 / MYR 2780 / PhP 38,400 / INR 58,300)
• 12+512GB = CNY 5199 (US$ 730 / EUR 630 / GBP 550 / SG$ 950 / MYR 3075 / PhP 42,485 / INR 64,500)
• 16+512GB = CNY 5699 (US$ 795 / EUR 700 / GBP 590 / SG$ 1020 / MYR 3300 / PhP 43,970 / INR 67,670)

* These are only rough conversion estimates

Pre-orders and availability are currently limited to China. We have to wait if HUAWEI decides to bring these to global markets.

Months ahead of the much-awaited foldable from Apple, HUAWEI has decided to get in the way of the Cupertino-based company by announcing the world’s first wide foldable.

The HUAWEI Pura X Max is the earliest and biggest clapback to Apple’s upcoming iPhone Fold and Samsung’s rumored “Galaxy Z Wide Fold.”

World’s first wide foldable

HUAWEI’s Pura X Max isn’t a direct successor to last year’s Pura X.

Graphics by Vincenz Lee | GadgetMatch

Last year’s offering only had a measly 3.5-inch cover screen. This time, it has a full 5.4-inch wide display outside. Unfolding it reveals a 7.7-inch foldable display instead of Pura X’s smartphone-like 6.3 incher.

Both are LTPO 2.0 OLED displays with an adaptive 1~120Hz refresh rate. They are not compromised with support for 1.07 Billion Colors as well as DCI-P3 Wide Color Gamut.

This new form factor solves the biggest issue seen among standard foldables — especially when consuming content or playing games.

Graphics by Vincenz Lee | GadgetMatch

Stylus support is also expected with HUAWEI’s M-Pen 3 Mini stylus — best for jotting down, scribbling, doodling, drawing, or even just for navigation.

Supporting this foldable screen is HUAWEI’s so-called “basalt water droplet hinge” with core components made of steel.

GIF by Vincenz Lee | GadgetMatch

As for the cover glass, it uses second gen Kunlun glass. And while we’re already at it, the Pura X Max supports IP58 and IP59 ratings for durability.

Maxed out fold

What runs this wide foldable is HUAWEI’s very own Kirin 9030 Pro chipset. The super brand promises up to 30% performance improvements.

Gaming should not be compromised thanks to its extra large VC Graphene Heat Dissipation System. Battery capacity is rated at 5300mAh with 66W wired and 50W wireless SuperCharge speeds.

GIF by Vincenz Lee | GadgetMatch

HUAWEI’s latest HarmonyOS 6.1 not only brings in that translucent trend, they have also adapted to the user’s needs through Immersion Layout.

When used, the app’s controls automatically adjusts if you are left- or right-handed — no matter how you hold them.

Much like most smartphones, HarmonyOS also relies on its AI tools to make things easier.

Last but definitely not the least, it’s camera system.

The HUAWEI Pura X Max boasts a 50MP main (wide) camera with a variable aperture of f/1.4 ~ f.4.0 — quite similar to last year’s Pura 80 Ultra.

It also has another 50MP f/2.2 3.5x periscope telephoto camera that can also take optical-quality 7x shots and as far as 100x digital zoom.

Lastly, the ultra-wide camera is capped at 12.5MP with an aperture of f/2.2. All these cameras are based from HUAWEI’s RYYB image sensor.

Graphics by Vincenz Lee | GadgetMatch

Additionally, there’s a spectral sensor called “Red Maple camera” in its second iteration.

Selfie cameras inside and out are 8MP f/2.4.

Pricing and Availability

HUAWEI’s Pura X Max will be available in five colorways: Olive Gold, Phantom Night Black, Starblue, Vibrant Orange, and Zero Degree White.

Graphics by Vincenz Lee | GadgetMatch

Pricing does not come cheap. The HUAWEI Pura X Max are divided into two editions with four configurations in total:

Regular Edition

• 12+256GB = CNY 10,999 (US$ 1615 / EUR 1370 / GBP 1190 / SG$ 2050 / MYR 6370 / PhP 96,850 / INR 149,650)
• 12+512GB = CNY 11,999 (US$ 1760 / EUR 1490 / GBP 1300 / SG$ 2240 / MYR 6950 / PhP 105,650 / INR 163,260)

Collector’s Edition

• 16+512GB = CNY 12,999 (US$ 1905 / EUR 1615 / GBP 1410 / SG$ 2425 / MYR 7530 / PhP 114,460 / INR 176,860)
• 16+1TB = CNY 13,999 (US$ 2050 / EUR 1740 / GBP 1520 / SG$ 2610 / MYR 8110 / PhP 123,260 / INR 190,465)

* These are only rough price conversion estimates

Collector’s Edition supports China’s Beidou Satellite Services that the Regular Edition models don’t have.

It’s currently open for pre-orders in their home turf while global availability remains bleak. ICYMI, Last year’s Pura X was not released outside China.

As YouTube remains the top streaming platform in the Philippines, advertisers are urged to continue investing in TV programs and content available on the platform, as these generate effective returns.

According to a 2025 Kantar Study, YouTube is the No. 1 video streaming platform in the Philippines in terms of reach.

The same study mentions that 97% of Filipinos in rural Visayas and Mindanao, two major island groups in the country, have watched online TV programs on YouTube in the past month.

Another significant finding is that the streaming platform is providing a 60% incremental reach beyond traditional linear TV.

This proves that YouTube is an essential bridge to Filipino TV viewers, specially in this era. The platform has transformed from just being a video hosting site to an all-in-one entertainment hub that spans traditional TV programs and both longform vlogs and shortform trending clips.

Given this massive gravitational pull, YouTube has partnered with media giants ABS-CBN, GMA, and TV5. This is to ensure the best content, from news to live sports, is available to every YouTube subscriber.

Furthermore, during the “Unstoppable: YouTube in the Next Era of Growth” event, the networks also urged advertisers to keep supporting such TV programs and related content.

They mentioned conversion numbers that say ads through such content remain effective. This is a dynamic that sponsors can continue to explore for marketing, given that YouTube has also integrated Unskippable Ads onto their platform.