News
HUAWEI debuts the Pura 80 Ultra with “switchable” telephoto lenses
Announced alongside three other Pura 80 models
Just two days after the software-studded WWDC 25 event by Apple, HUAWEI tries to steal the spotlight and reveals the Pura 80 Ultra — at least in China.
They clearly won’t miss this chance of joining the “Ultra” gang as all major key players are already out: the Samsung Galaxy S25 Ultra, Xiaomi 15 Ultra, OPPO Find X8 Ultra, and vivo X200 Ultra.
Ultra in sight, and in mind
It seems like HUAWEI is sticking with its “Forward Symbol” camera design this year. However, it’s even bigger than ever — and it’s not purely for aesthetics.
Last year’s “Ultra” highlight was the retractable 1-inch main camera with a variable aperture.
That’s not to say that it’s absent this year. It still has one, just without that pop-up mechanism.
But, the highlight this time, is all about that “switchable” telephoto lens system with just a single image sensor beneath. Proving a further breakthrough in engineering.
The HUAWEI Pura 80 Ultra is capable of giving the best of both worlds: 3.7x and 9.4x optically-zoomed shots. It’s definitely an upgrade from the loner 3.5x telephoto lens of previous iterations.
Additionally, shots beyond 30x will still be achievable in utmost clarity with HUAWEI’s camer-AI magic.
Although the brand has departed from their long-time Leica partnership since the P50 series, HUAWEI’s excellent imaging capabilities still remain.
All thanks to HUAWEI’s XMAGE imaging tech alongside the Red Maple spectral camera first introduced on the Mate 70 series, it can keep up with brands and their camera collabs.
Plentiful Pura 80
If the Pura 80 Ultra isn’t your cup of tea, there are still the other three flavors on the table: the Pura 80, Pura 80 Pro, and Pura 80 Pro+.
Despite their superlatives, this year’s Pura 80 series isn’t as confusing as it seems.
But, for clarifications, here’s a rundown of their camera nuances:
| Pura 80 Ultra | Pura 80 Pro+ | Pura 80 Pro | Pura 80 | |
| Wide | 50MP f/1.6~f/4.0 1-inch sensor |
50MP f/1.6~f/4.0 1-inch sensor |
50MP f/1.6~f/4.0
|
50MP f/1.6~f/4.0
|
| Ultra-Wide | 40MP f/2.2 | 40MP f/2.2 | 40MP f/2.2 | 13MP f/2.2 |
| Telephoto | 50MP f/2.4 + 12.5MP f/3.6 Ultra-large Bottom Telephoto 3.7x optical zoom + 9.4x optical zoom |
48MP f/2.1 Macro Telephoto 4x optical zoom |
48MP f/2.1 Macro Telephoto 4x optical zoom |
12MP f/3.4 Periscope Telephoto 5.5x optical zoom |
| Spectral | 1.5MP Red Maple |
1.5MP Red Maple |
1.5MP Red Maple |
1.5MP Red Maple |
| Selfie | 13MP f/2.0 | 13MP f/2.0 | 13MP f/2.0 | 13MP f/2.0 |
Chipset still remains a mystery but, these Pura 80 phones pack the great goodies: 16GB memory for the Ultra and Pro+ variants while 12GB for the Pro and base models.
Higher 512GB/1TB storage options are exclusive (again) to the higher-end line, while a 256GB option is available for both the vanilla and Pro variants.
5700mAh battery is equipped in all three phones with support for 100W SuperCharge / 80W Wireless SuperCharge speeds.
Aside from that, watered-down specs are found on the vanilla Pura 80: 5600mAh battery, slower 66W wired + 50W wireless charging, and a smaller 6.6-inch flat OLED display.
Speaking of, the three higher-ups all feature a slightly larger 6.8-inch quad-curved OLED display. However, all displays have adaptive 1~120Hz refresh rate, 2160Hz PWM Dimming, and support for DCI-P3 Wide Color Gamut, plus 1.07 Billion Colors.
Also, all models feature HUAWEI’s second-gen Kunlun glass. Albeit, the top-tier Ultra and Pro+ models are Xuanwu or basalt-tempered for an even better scratch-resistance.
The only great denominator among all models is the dual IP68+IP69 rating.
As expected, all phones run the latest HarmonyOS NEXT 5.1 with all the magical, modern-day AI features in mind.
Pricing and Availability
The HUAWEI Pura 80 series is currently open for pre-orders in China. In-store launch and availability to follow on June 26, 2025 (Thursday).
Pura 80 (Velvet Gold, Velvet Green, Velvet White, Velvet Black)
- 12+256GB = TBA
- 12+512GB = TBA
- 12+1TB = TBA
Pura 80 Pro (Glazed Gold, Glazed White, Glazed Black)
- 12+256GB = CNY 6499 (US$ 905 / EUR 795 / GBP 670 / SG$ 1165 / PhP 50,510 / INR 77,410)
- 12+512GB = CNY 6999 (US$ 975 / EUR 855 / GBP 725 / SG$ 1255 / PhP 54,395 / INR 83,365)
- 12+1TB = CNY 7999 (US$ 1115 / EUR 975 / GBP 825 / SG$ 1435 / PhP 62,170 / INR 95,275)
Pura80 Pro+ (Glazed Red, Glazed Green, Glazed White, Glazed Black)
- 16+512GB = CNY 7999 (US$ 1115 / EUR 975 / GBP 825 / SG$ 1435 / PhP 62,170 / INR 95,275)
- 16+1TB = CNY 8999 (US$ 1255 / EUR 1095 / GBP 930 / SG$ 1610 / PhP 69,940 / INR 107,190)
Pura 80 Ultra (Black, Gold)
- 16+512GB = CNY 9999 (US$ 1395 / EUR 1220 / GBP 1030 / SG$ 1790 / PhP 77,770 / INR 119,100)
- 16+CNY 10,999 (US$ 1530 / EUR 1340 / GBP 1140 / SG$ 1970 / PhP 85,490 / INR 131,010)
As of this writing, there’s no word on global availability. We have to wait for HUAWEI if they will still bring their latest Pura line outside the homeland.
UPDATE: Mark your calendars! HUAWEI will reveal the Pura 80 series to the global stage in Dubai, UAE on July 10, 2025.
Further than seen. The #HUAWEIPura80 Series is coming soon. #HuaweiLaunch pic.twitter.com/A3ugWzIbyp
— Huawei Mobile (@HuaweiMobile) June 25, 2025
Sony and TCL have signed a memorandum of understanding to explore a strategic partnership in home entertainment. The move could reshape how Sony TVs and audio products are developed, built, and sold worldwide.
Under the agreement, Sony Corporation and TCL Electronics Holdings Limited will discuss forming a joint venture that would take over Sony’s home entertainment business. TCL would hold a 51% stake, while Sony would retain 49%.
The two companies aim to finalize binding agreements by the end of March 2026, subject to regulatory approvals. If completed, the new company is expected to begin operations in April 2027.
What the joint venture would handle
The proposed joint venture would operate globally and manage the entire home entertainment pipeline. This includes product planning, design, manufacturing, sales, logistics, and customer service.
Products under the venture would cover televisions and home audio equipment. Sony and TCL say these products are expected to continue carrying the globally recognized Sony and BRAVIA names.
The partnership is designed to combine Sony’s strengths in picture and audio quality, brand value, and operational expertise with TCL’s display technology, manufacturing scale, and vertically integrated supply chain.
Why Sony and TCL are teaming up
The companies point to continued growth in the large-screen TV market. Viewing habits are shifting, driven by streaming platforms, smarter TV features, and demand for higher resolution and larger displays.
Sony brings decades of imaging and sound expertise. TCL contributes cost efficiency, advanced panel technology, and global manufacturing reach. Together, the companies believe they can deliver more competitive products while improving operational efficiency.
Sony President and CEO Kimio Maki said the partnership aims to create new customer value through more compelling audio and visual experiences. TCL Chairperson DU Juan described the move as a way to elevate brand value, scale operations, and optimize the supply chain.
What this could mean for consumers
If the joint venture moves forward, consumers can expect future Sony-branded TVs and audio products to benefit from TCL’s display innovations and production scale, while retaining Sony’s image processing, sound tuning, and overall design philosophy.
Both companies say they will continue to support the venture’s long-term growth as the home entertainment market evolves.
News
Beyond the Box, Digital Walker turn over Tesla Model Y to iPhone 17 raffle winner
What began as an iPhone 17 launch-day purchase became a once-in-a-lifetime moment for a first-time iPhone user.
Beyond the Box and Digital Walker officially turned over a Tesla Model Y to Joshua Juanillo, the lucky winner of their iPhone 17 launch raffle.
What started as a simple purchase quickly turned into a moment that felt bigger than the box. Joshua, a 27-year-old employee and long-time Android user, earned a single raffle entry after buying an iPhone 17 base model on the first day of sale at Digital Walker Glorietta.
It was his first time switching to iPhone, and already a milestone on its own. He had no idea it would lead to something this life-changing.
The surprise didn’t stop there. During the turnover, Beyond the Box and Digital Walker CEO Charles Paw added another unexpected gift to the moment, a brand-new iPhone Air, turning an already unforgettable day into something even more surreal.
This is the kind of story that captures what Beyond the Box and Digital Walker mean when they say Go Beyond. It’s about transforming a regular retail experience into a memory that stays with you long after the receipt fades.
With his new iPhone now seamlessly integrated with his Tesla Model Y, Joshua steps into a smarter, more connected way to drive, navigating and controlling his car straight from his phone.
The turnover was made even more meaningful as Joshua celebrated the moment with his family and girlfriend by his side, sharing a once-in-a-lifetime win that started with a single purchase and a leap of faith.
In 2023, there were rumors that ASUS is done with the Zenfone series. The rumors were apparently exaggerated because the brand eventually issued an official statement to deny the shuttering of the Zenfone. Now, in 2026, we’re back to speculating on the smartphone’s future. This time, however, it’s coming from high up the chain of command.
In a translated version of an interview (via Taiwan’s Inside), ASUS Chairman Jonney Shih said that ASUS has no plans to add new smartphone models in the future. Based on previous rumors, the shutdown will affect 2026, at the very least.
Despite confirming that the brand’s phones are gone for now, Shih has not waved away the possibility that they might come back in the future. Right now, we don’t know if this is all just a “see you later” or a “we’re leaving for good.”
ASUS’s last major launch in the smartphone space was early last year. The Zenfone 12 Ultra was an interesting headset but didn’t make enough waves to make a dent in the industry. On the other hand, ROG released the ROG Phone 9 Pro, which made our list of the best premium smartphones from 2025.
With the almost-certain exit from the smartphone space, this leaves the Zenfone 12 Ultra and the ROG Phone 9 Pro without successors in the foreseeable future. However, Shih has promised that the current lineup will still receive updates going forward.
SEE ALSO: Spotlight: ASUS Zenbook at CES 2026
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