Huawei says it’s “back in the game”. How much truth is there?

Huawei has had a turbulent period behind it. Will it be able to regain its former position in the market thanks to its own processors?

Few smartphone brands today evoke as much emotion as Huawei. The company has gone from the moment when it aspired to be the world’s number one, through the complete collapse of smartphone sales, forced into the role of an outsider, to the moment when more and more devices with the brand logo appear on the market and, more importantly, people begin to appreciate them for functions they have. This was the case with the Huawei Mate 50 Pro, which turned out to be … a really competent flagship. In addition, there is even a Nova line on the market or a foldable device in the form of the P50 Pocket. It is therefore clear that the company is preparing and does not intend to give up. But can we talk about a full and successful return?

Huawei’s bumpy road

If we talk about Huawei’s situation, you have to remember that you have to look at it in two ways. On the one hand, it’s worth looking at what’s happening in Europe and other markets, and on the other – remember that China is Huawei’s home market, where the brand is still doing great. We often don’t even realize how big the Chinese market is. For example – HarmonyOS is currently installed on more than 320 million devices, which is slightly less than half of the population of Europe. Meanwhile, in countries that rely on GMS, the company is still struggling to sell its mobile phones as full-fledged devices. And this despite the fact that today we can safely have all the functions of classic Android on Huawei phones, either by downloading apps from the App Gallery, or – by installing GMS “on the left” or using any other storage.

At the same time, the company is still facing one serious problem, and that is – total dependence on American SoC production technology. You’ve probably noticed that for some time now, we won’t find Kirins in phones, but Snapdragons. The signing of this contract probably saved the brand from being completely removed from the market, but also – it left it in the hands of Qualcomm. The latter, in turn, does not want to give Huawei its 5G technology, so none of the recently released models receive the fifth generation network.

Is Huawei “back in the game”? Yes and no

However, the company is not giving up and, according to sources, it is working on its own lithography process, which is supposed to make them independent of American technology in this area, or restore a large part of the lost functions to smartphones, with 5G support in the foreground. It was this information that made many people say that Huawei is “back in the game” and will once again be able to fight for the top spot with Apple and Samsung. On the one hand – there are reasons to actually say that. Since switching to Qualcomm processors, Huawei has lost its leading position in the domestic market to Oppo. So it is not unlikely that the return to a proprietary SoC will convince more of the company’s customers.

At the same time, I don’t want to believe that this will be a sufficient argument for the modern Western consumer. Numbers matter to people and they don’t want to spend a lot of time choosing a smartphone, so the mere fact that they don’t have GMS (even if it’s easy to install) will still be the number 1 reason for giving up smartphones of this brand. The company is also not helped by emerging information that videos of protests in China are automatically deleted from users’ smartphones or that the company helped build prisons for ethnic minorities.

All of this is to say that while Huawei’s efforts to return its smartphones to their former place in the market should be appreciated, I don’t think anything will change drastically in this regard in the long run.

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