The year 2025 closed as the year of the definitive global consecration for Honor, which managed to transform its strategic vision into market results unprecedented. According to the most recent data, the brand shipped a record figure of 71 million smartphones during the year, marking a 50% growth compared to 2024.
The success of Honor in 2025 was significantly driven by the Magic 7 series, which was able to push the high-end segment. Of the 71 million devices shipped, as many as 10 million belong to the flagship category, demonstrating how the public is rewarding the brand’s technological research and refined design.
An even more relevant figure concerns the geographic distribution of sales: for the first time, 50% of total revenue was generated in foreign markets, marking a clear departure from the previous dependence on the domestic Chinese market.
Such expansion allowed Honor to capture a market share of 10% or more in as many as 17 key markets, with a particularly strong presence in Latin America, the Middle East and Africa. In Malaysia, the brand reached market leadership with a share above 18% in smartphones and even 30% in tablets.
Looking to the near future, at MWC 2025 the company presented the ALPHA PLAN strategy, an ambitious plan that places artificial intelligence at the center of every new development. To support this transformation, Honor confirmed a massive investment of over 10 billion dollars in the development of AI-based products in the next five years.
The brand’s vision is not limited to mobile devices, but aims to create an interconnected ecosystem where the smartphone acts as the beating heart, surrounded by PCs, tablets and wearable devices — all powered by advanced AI features.
These milestones position Honor as one of the undisputed protagonists of the tech sector. And the new year looks even more interesting with the international launch of Honor Magic 8 Pro, the China debut of Magic 8 Pro Air and the arrival of the RSR Porsche Design. And these are only the models planned in the very early months of 2026.
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