【March 17, 2022 Beijing time】The honor flagship new product launch conference was held as scheduled, and the all-round wisdom flagship glory magic4 series was officially released for the Chinese market. Following the debut of the MWC in Barcelona on February 28, the honor magic4 series domestic conference brought many new points of view: first of all, the honor magic4 to the best version arrived as scheduled, and broke through the industry ceiling in terms of image power, and won the world's first high score of DXO with a score of 146 points; at the same time, with the blessing of AI wisdom ability, the honor magic4 series has gone further in every place, bringing a comprehensive upgrade in the dimensions of design, screen, image, performance, system, security, etc. Created a new track of wisdom for high-end flagships. In terms of price, Honor Magic4 from 3999 yuan, Honor Magic4 Pro from 5499 yuan, Honor Magic4 to the best version of 7999 yuan, will be officially launched on March 25 in the Glory Mall, major authorized platforms, Glory experience stores, authorized retail stores.
Press conference images
Since the global release of the Honor Magic4 series, the product has received unanimous praise worldwide. The iconic high-end design of the "Eye of the Muse", the world's first LTPO+1920Hz high-frequency PWM dimming technology, smart privacy calls, recording and shooting and other innovative features all demonstrate the strong technological innovation strength of the Magic series. At the MWC Conference in Barcelona, the Honor Magic4 series won 19 awards in one fell swoop and was rated as "Best of MWC" by authoritative media. In this domestic release, Honor is unreserved, and an all-round flagship driven by the underlying AI intelligence ability has been fully evolved, showing the absolute strength of Glory in the first camp of China's high-end market. Zhao Ming, CEO of Honor Terminal Co., Ltd., said: "2021 is the return journey of Glory, and 2022 is the innovative breakthrough journey of Glory that continues to break the ceiling of science and technology. Today, Honor Magic will adopt the dual flagship strategy of all-round flagship and folding flagship, magic series mainly direct screen all-round flagship, Magic V main folding flagship, in the ultimate technology exploration of the road continues to move forward. ”
Systematic wisdom ability bottom blessing Almighty wisdom flagship into "pain point terminator"
All along, Honor Magic has been extraordinary with its intelligent ability. The glory Magic4 series released this time, intelligent innovation and high-end experience go further, deeply adhering to the ultimate productism concept of two-wheel drive, taking it as its responsibility to solve consumer pain points and insisting on making useful innovations. The four major wisdom experience innovations generated by the underlying intelligent ability are committed to recreating the peak of wisdom.
In terms of imaging, the blessing of AI intelligence ability will push the fusion of computational photography to a new height, honor magic4 series of image modules in addition to the comprehensive innovation in hardware, HONOR Image Engine is also continuing to evolve, adding AI portrait engine and AI color engine, to solve consumers in complex environments such as night scenes, HDR scenes or in dim light, long-distance shooting scenes under the low quality of the film pain points. Through massive data calculations, consumers can calmly cope with light conditions and easily produce films, while white balance tuning has the ability to adjust the subjective feelings of the human eye for the first time under the blessing of AI capabilities, and the color accuracy has increased by 40%. According to the latest data from DXOMARK, as of today (March 17), honor magic4 to the best version ranked first with 146 points, and AI intelligence capabilities made honor stand first in the world for high-end imaging for the first time.
Magic4 rating
In terms of operating system, the AI-enabled all-scenario operating system Magic UI 6.0 has been fully upgraded on the Honor Magic4 series. Growing YOYO proposes to integrate smart experiences into cards and provide rich intelligent services according to different scenarios of users. With the enablement of Magic Live, YOYO suggests that it can better understand user intentions, usage habits and scenario information, and actively provide users with related services.
YOYO
In terms of performance, after the polishing of three generations of products, the three major Turbo technologies have the goal of creating the industry's strongest Snapdragon 8 chip experience, achieving a better experience of the same chip, and solving the pain points of many flagship mobile phones with large heat and power consumption. In terms of game performance, Honor Magic4 debuted the mobile game AI rendering technology, which greatly reduced the average power consumption per frame of game screen. Combined with the unique frame rate enhancement technology, the game experience breaks through the system frame rate limit, and dozens of mainstream games have higher game frame rates and lower power consumption performance.
GPU
In addition, the smart privacy call function supported by AI wisdom capabilities has received unanimous attention from the whole industry and consumers as soon as it was released in Barcelona, and the glory of the first function focuses on solving the pain points of many users answering phone calls. With the dual TEE security system, independent security memory chip, 3DToF security face unlock and other black technology configurations as standard in the Honor flagship series, Honor Magic4 has made privacy and security into a system-level experience, covering the easy leak scenarios in consumers from unlocking mobile phones, daily calls, financial transactions and even losing violent brushing machines, reflecting the product design ideas of Honor Technology. As can be seen from the Honor Magic4, AI intelligence capabilities have become the source of Glory's innovation. AI capabilities plus image system once again broke the ceiling of the shooting experience, AI capabilities plus operating system to achieve active service experience innovation, AI capabilities plus privacy protection to create a systematic security experience, AI capabilities to support the performance of tuning to achieve a better experience of the same chip. The four major intelligent experience innovations have created the all-round wisdom flagship Honor Magic4 series, which will be a new milestone in the development of smart phones, in addition to the operating system and hardware configuration, open another product power track in the mobile phone industry.
earphone
In addition, the ultimate AI innovation ability has also been exerted in Honor audio products. Honor Earthbuds 3 Pro has fully applied AI technology in terms of sound quality, noise reduction, body temperature monitoring, and smart connection, such as AI sound effect equalization compensation wearing leakage to improve the sound quality experience, scenario-based smart noise reduction to easily cope with various noise environments, body temperature AI monitoring anytime, anywhere health management, and 5C fast charging and other innovative features, jointly bringing this "annual sincere work". Honor Earths 3 Pro strongly enters the TWS head camp with new technology exploration and consumer experience upgrades, further broadening the application boundaries of smart wearable products in the field of sports and health management, bringing new directions to the audio industry, and will further help the high-end of Glory's all-scenario smart ecology.
Breaking the hardware inner volume Honor opens a new track of high-end flagship wisdom
In recent years, the mobile phone industry, especially on high-end flagship machines, hardware "inner volume" competition intensified, in the performance and imaging dimensions, hardware stacking has become more and more intense at the same time did not bring corresponding experience improvement, the marginal diminishing effect of user experience makes seemingly high-end hardware lose market competitiveness. This phenomenon is fully reflected in the market side, especially in the high-end market, because the product power improvement of competitors is mainly concentrated on the hardware inner volume, and it is impossible to suppress the top players in the industry, and the natural monopoly of the pattern will become more and more intense. To some extent, this also reflects that domestic manufacturers have not come up with new ideas that really effectively improve the product experience, so the reactor hardware has been forced to become the only choice for "high-end".
In fact, the core of the high-end breakthrough lies in how to find a differentiated route and seek a breakthrough in product experience. On the Honor Magic4, AI intelligence capabilities have brought a comprehensive breakthrough in product experience, brought new ideas to the industry to break through hardware internal volumes, and broken the experience bottleneck of high-end flagship products.
AI ISP
The intelligent ability of Honor Magic4 is not a single point of technological innovation, but a systematic product experience reconstruction, and Honor has completed the systematic AI capabilities at the three levels of hardware, operating system and application. In the hardware layer, AI intelligence capabilities can maximize the release of hardware performance, intelligent tuning and resource allocation in modules such as chips, memory and communications, and maximize the release of hardware performance while achieving better software and hardware collaboration; at the operating system layer, AI intelligent capabilities are enablers, so that the operating system has self-learning, cognition, computer vision and other capabilities, so as to achieve active service, cross-system cross-ecological services and other capabilities; in the application layer, AI intelligence capabilities are the birthplace of pain point killer applications. Private call protection on Honor Magic4, one record and many more are all derivatives of AI capabilities. Looking back at the past development of Honor, we can see that Honor has long been laid out on the AI track, and regarded it as the core strategy of the development of Honor mobile phones, trying to continuously bring users a more competitive experience through AI intelligence capabilities. On the first generation of Honor Magic mobile phones in 2016, Magic Live's intelligent ability was displayed and was rated as "mobile phone from the future" by the media. At the beginning of 2022, Honor Magic V launched the Magic UI 6.0 intelligent operating system, truly realizing the intelligent life all-round assistant. The Glory Magic4 series released this time, with the blessing of the fully upgraded Magic UI 6.0, brings users a new and intelligent life experience, as well as a smooth and efficient office interconnection experience.
The systematic innovation ability of Honor AI has been gradually completed, and the experience innovation has been fully released on the Honor Magic series. It is foreseeable that AI intelligent capabilities will become a new track for high-end mobile phone competition and an inflection point of the era of rewriting the high-end pattern. Starting from the Honor Magic4 series, the development of smart phones has passed the stage of spelling hardware, and has entered the era of wisdom of spelling algorithms and computing power, and a new digital world driven by AI capabilities is worth everyone's expectations.
Stand firm in high-end and break through globalization To create the Magic era of high-end mobile phones
At this conference, Honor announced the dual flagship strategy of the Magic series, which further established the development direction of Honor to grasp product experience innovation on the one hand and product form innovation on the other. Under the guidance of the concept of "two-wheel drive" and the AI wisdom ability as the breaking point, the Honor Magic series has stood at the head camp of the high-end mobile phone market after four generations of product accumulation. The all-round flagship Glory Magic4 once again achieved AI breakthrough in the comprehensive experience of products, opened a smart track, and led the development of the industry. The Honor Magic V folding screen mobile phone released in January is a combination of intelligent ability and form innovation, leading the folding screen mobile phone into the main machine era and becoming an important node in the development of smart phone form. The outstanding performance of the two flagship products together fulfills the consumer promise of the Magic series "Extreme Technology". From innovation to leadership, Honor is ushering in the Magic era of high-end mobile phones.
Product diagram
At the same time, with Honor Magic4 as the starting point, Honor has also fully opened the globalization journey and the high-quality development model of dual engines at home and abroad. With the systematic innovation ability in AI wisdom, Honor has three core bottom cards of platform-level reconstruction, system-level tuning and massive pain point killer application, building the strength and confidence to compete head-on with the world's top players.
Under the traction of independent research and development capabilities, Honor has continued to lay out forward-looking technologies, continue to innovate at the bottom, build a technical moat, and win the right to speak in high-end technical strength. Taking the Honor Magic4 series as an example, on the supply chain side, with the industry's first LTPO + high-frequency PWM screen, Honor has mastered the right to speak in the supply chain and led the screen manufacturers to carry out technological innovation together; on the chip side, Honor and Qualcomm joint tuning, committed to creating the industry's strongest Snapdragon 8 mobile platform and the first mobile game AI rendering technology, the performance is extraordinary; in terms of image technology, with the continuous evolution of multi-main camera fusion technology, Glory has become a leader in computational photography; in terms of privacy and security, dual systems, With the leading architecture design of soft and hard combination, coupled with application innovations such as private calls, Honor privacy technology continues to lead.
In terms of ecology and industrial chain, Glory is also gradually expanding its circle of friends. Honor's channel and retail system in more than 40 countries around the world has been initially completed, and more than 200 operators and distributors have established cooperation. At the same time, the global industrial chain layout is also an important thrust of Honor's rapid growth, and at present, Honor has fully resumed cooperation with AMD, Intel, Magnesium, Samsung, Microsoft and other top global suppliers. At this press conference, the interconnection function launched by Honor and Microsoft, Midea, Ideal and other partners also further strengthened the product strength of honor magic4 series and became an important part of glory ecological construction.
In addition, Glory uses professional images as a communication carrier to express the story of the times with technology. Around the mobile phone shooting experience and lens expression, Honor has established a global mobile photography communication platform. Since the launch of the Global Glory Imaging Program in 2021, more than 200,000 Honor mobile phone photographs from more than 50 countries around the world have been received in just 70 days. At the Honor Magic4 conference, Zhao Ming announced that the second Glory Mobile Phone Imaging Program will be fully upgraded and will be opened globally on April 25, and he called on creators around the world to pick up their mobile phones together to leave those most memorable moments.
After the press conference, we also participated in the honor of the media Q&A session, the following are some of the questions QA
Q1: The high-end mobile phone market has once again ushered in an important window breaking period this year, what preparations has Honor made for this, in your opinion, what is the core demand of high-end users? Another is how does the Honor Magic4 series attract high-end business crowds?
Zhao Ming: Glory has always adhered to the ultimate productism of consumer demand and scientific and technological innovation, and the breakthrough of high-end mobile phones must have leading technological innovation, and must be able to continuously solve the pain points of consumers' daily use of smart phones. Only by constantly meeting the higher needs of consumers, rather than repeating at a low level or just the accumulation of hardware configurations, can we impress and win the support of consumers.
It is based on such a concept that we have brought the Honor Magic4 series today, whether from the standard version, Pro or the best version, all media teachers can see the implementation of the development concept of honor. So we have to break the ceiling of innovation, and one of the words that everyone may be accustomed to using today is the development of smart phones "inner volume". In fact, the problem of "inner volume" is in the low-level repetition, or micro-innovation, in this magic4, the media teachers can see that regardless of the design, screen use experience, photography, performance, privacy and security, it can be said that from many aspects of consumer use, we are a big step forward, many of the functions we introduce are based on the value that can be perceived in the actual experience of consumers, we say that only consumers can experience and perceive the value of the improvement is meaningful.
So in fact, for high-end and business people, the Magic4 series we brought this time is more comprehensive to meet the needs of consumers for smartphones. For example, our privacy function, it is a full range of privacy protection, from a professional, special privacy memory chip, for our personal information, root for a full range of protection, even if you swipe the machine, or root alone to take out, can not be identified. At the same time, we say that the authentication of the national secret level of security double TEE, as well as the smart privacy call. We have the problem of leaking sound now, because I myself have encountered this embarrassing situation many times on various occasions, I believe that all the media teachers have it, in fact, a lot of time private phone calls have become broadcasts, these aspects can be seen, we should say that the Magic4 we released this year is very suitable for high-end and business people to use. Objectively speaking, every point mentioned at the press conference is enough to attract business people and high-end consumers to choose Magic4.
Q2: You mentioned at the press conference that snapdragon 8Gen1 is a green dragon crescent knife, but in fact, the experience of different mobile phones using the same chip is still very different, is it that the chip tuning ability will be a manifestation of the research and development strength of Android manufacturers? Is there any story like Glory that can be shared during the tuning process of the Snapdragon 8 series chip?
Zhao Ming: Okay, in fact, recently I have seen a lot of misunderstandings from the industry or the Internet, and a lot of this information is not very true. In fact, when a chip manufacturer and brand choose it to use on the top flagship machine of each manufacturer, he has made a judgment, that is, he believes that this chip is very good and suitable for the use of flagship mobile phones, because various manufacturers have made this choice.
But it is true that the use and control of a chip requires extremely high skills and capabilities, and the performance of the chip needs to be fully released, and we say that the hardware determines only the lower limit of a product, that is, the most basic capabilities. But how much performance a product can release depends on how much you can develop with the ability of this chip. It is a person who has been trained, and the person is still this person, but his trained and untrained weight lifting (ability) is not the same, the weight lifted is not the same, and the ability and potential of people are to be continuously tapped.
I use the Metaphor of the Green Dragon Crescent Moon Knife here to say that this artifact is said to be an artifact in the hands of Guan Yu, but in the hands of people who are not strong in ability, such as Zhou Cang, who only has strength and no skills, then it can only be chopped and rampage; in the hands of people who are not strong and skilled, this may be a pile of scrap iron.
We are talking about how the enterprise or the smartphone brand can fully release the potential of the SOC, to study from the underlying technology, it can be said that in the past year, our team has spent a lot of energy to polish and go deep into this control between each memory of the SOC chip, the control of each process, the control of each process, after decomposing it, the scheduling is refined, it is not just a call, we have a lot of breakthroughs.
Here also thanks to Qualcomm's R & D team, and the glory of the R & D partners to cooperate very closely, but also gave us a lot of support, so that we can fully release the potential of this chip, we put its upper limit fully to go higher, which reflects the real technical capabilities of a manufacturer.
So in the future, how about the potential and performance of a chip in the end, the difference between different manufacturers in the future will be very large, then our core concept at this point is to let consumers in the comfortable use of temperature and fluency, we fully play out its efficiency.
For example, we can (reload) the game at 38 degrees to achieve full performance, we make it the lowest temperature, many manufacturers understand that my temperature is high on the frequency limit, if it is so simple, then anyone can do a good job of the performance of the smartphone, I think the future of this difference, I used the Green Dragon Crescent Knife to make a popular analogy, but also convenient for everyone to better understand.
As I said, in fact, Honor will continue to work hard in this regard, and in the future, our team's ability in this area will continue to improve, giving everyone a better performance experience, and in the future, we will be able to create a full range of IPhones on Honor's smartphones.
Q3: There is a problem may be more technical but very interested, Honor Magic4 it debuted with an LTPO plus 1920HZ PWM high-frequency dimming technology, this technology I think there is no other manufacturer in the entire industry to achieve such a high technical indicators. So how does glory do it? What is the difficulty behind this? Can you share it?
Zhao Ming: In fact, when we designed and defined the Honor Magic4 series mobile phones, we said what are the pain points that we use today? There is no doubt that in fact, when we were proud of independence, we knew that LTPO technology is a direction and trend for future development. But LTPO at that time the industry we are also very clear, because very early when the various screen suppliers found us when talking about LTPO is very good, but its dimming can only do 480HZ, which as an average of the industry, we know that in fact, many mobile phones released by Glory last year, we have supported 1920HZ PWM dimming, so we said that LTPO was used but lost the high-frequency dimming of 1920HZ, which is better or worse for us. We may value eye protection more. So when we support LTPO, we must do it on high-frequency dimming, last year's screen we chose a lot of high-frequency dimming, we think eye protection is more important.
So from such an angle, our technical team engineers and partners in the industry, we go together (cooperative solution), first of all, the needs are clear, and then the ability of our algorithm with the screen suppliers (do multiplication), this time BOE and other suppliers of these screens, this time we work together to bring such a breakthrough technology in the industry, to the industry, breaking the original impossible.
Because LTPO1920 is impossible in the early stage, then we say that glory will break the ceiling, we will put the original only Huawei and Apple to solve the industry problems of this innovation and breakthrough spirit, the future glory to continue to lead, to be able to break the ceiling of this innovation and experience.
This time, it should be said that we are also grateful to BOE and various screen manufacturers for their support for glory, so that we can truly achieve and do it. At the same time, you can also see that even the LTPO screen experience has a huge difference, we say a simple slide, from 90HZ to 10HZ in the process, you can see the entire refresh rate curve, in fact, the details are the devil.
We make the whole refresh perfectly match the change in your sliding speed, so that your eyes can see very smoothly and comfortably. This from the perspective of the screen is also very easy to ignore in the original industry, I chose what arrangement of the screen, how high the resolution of my screen, behind the screen there are also a lot of software and algorithms to support and optimize this experience.
So you media teachers can see that we have 95 points in the score of this screen DXO, which means that the score of the whole screen is very high, that is to say, it is not only the contribution of hardware, but also our powerful algorithm control and various experiences for screen use. I said that the future glory is actually to continue to make breakthroughs and innovations based on the pain points of consumer use and experience in the industry.
Q4: Now there are many domestic mobile phone manufacturers, including supply chain companies have car-making related actions, then glory has the intention of building cars, and why do you think that everyone is these mobile phone manufacturers to build cars, does this mean that the growth space of the mobile phone market is not so broad?
Zhao Ming: Glory will not build cars, we will not enter the automotive field for a long time or in the next few years, we must focus on breaking the consumer pain points of smartphones one by one, one by one to end.
I think that smart phones to do today, everyone feels "inner volume", but it is precisely glory to see that in many aspects we can also make better breakthroughs and innovations, only in a field of really deep into, do the bottom, do based on consumer demand, the bottom and deep innovation, I think we can continue to break through, can win the support of high-end users.
As for why other companies build cars, it may be different for the market strategy of American companies and the judgment of the future, we believe that the smartphone industry, as well as the smart phone as the core of the full-scenario industry has great potential for development. But we will also work with car partners in the future to create a more all-scenario experience that is mobile or service flowing, which will be our strategy, but Honor will not build cars.
Q5: There is a question we see that this Magic4 actually won the championship of DXO imaging, so in the future, will Honor always take the strongest image as the long-term goal of our Magic series, and then compared with the past we have in the Huawei system, what is Honor's current judgment on independent innovation of this image?
Zhao Ming: There is no doubt that under the strategy of Honor's new dual flagship, we say that Magic's digital series is to carry our imaging technology, breaking the ceiling his responsibility is to fall on the Honor Magic digital series, Magic4, Magic5, Magic6, we will adhere to this positioning.
And it is based on the consumer experience, constantly to break through and innovate, so this time in fact, the media teachers can also see that we have a very good hardware configuration, each camera we say there is no one to make up, each one is very powerful.
Then our entire logic in terms of image design is to use excellent hardware with honor's Honor-lmage-Engine image engine, to build it to the best experience. We are in all aspects to benchmark Apple, we say in the configuration to benchmark and surpass Apple This is not nothing, I believe that many brands say how high my hardware configuration is how how, these can actually be said, as long as you can do it.
But we just want to experience the whole image, in the reality of shooting color, in solving various shooting difficulties, various light changes under the take of excellent photos, and to achieve a high enough film rate, this is our glory to position ourselves, our image experience beyond Apple or Apple shoulder to shoulder with our strategy, by no means to say that the simple competition of hardware, but the coordination of software and hardware.
Again, hardware only determines the lower limit of the product, and our algorithms and capabilities determine the value and experience that our real consumers can get. From the day we came out of Huawei independence, the technical connection between us and Huawei has completely disappeared, and what all media teachers and consumers have seen today, what we presented at the press conference, the image capabilities and experiences of the Honor Magic4 series are all developed by the glory R & D team in the past year or so.
I also hope that all media teachers can make a good sound for our R&D engineers, often people will say, you bring out a few more drawings, I can tell the media teachers, this is our R & D team developed by themselves, from the folding screen, at that time Fang Fei said, said that the folding screen we do not even have a drawing.
Including this time our Magic4 to the best version, Pro version, standard version, color engine, portrait engine, in fact, you see in our industry today, this is not the technology in other industries, no ability, how can others not release their own things (take out), you media teachers can also imagine, I am here also very grateful and congratulations to the glory of the R & D team, glory of research and development of the small partners, this image ability in the past year, there have been earth-shaking changes and improvements, I said that it is a leapfrog improvement, so that the glory Magic4 image presents the industry's top photography ability, we say break the ceiling of photography and video, leading the development of images, I think from magic4 you can see the ability of glory.
Of course, in the future, we will continue to do better, DXO146 points is the initial demonstration of our ability, we have many big moves, in the future will continue to present to the industry and consumers.
Q6: Mr. Zhao I ask you a question, now from last year to January this year Apple has been the champion of stand-alone sales in the domestic market for 4 consecutive quarters, coupled with the release of the cheap version of Apple SE, the outside world believes that it may bring more shipment pressure to domestic Android mobile phone manufacturers this year, I don't know how you look at the whole year, the pattern of the domestic market in 2020 will still be this kind of Apple's dominant situation? Thank you.
Zhao Ming: I think Apple's advantages can not be changed in a day, I think that huawei in the realization of high-end machine two strong, but Apple in the Chinese market, high market share and its performance actually inspired the glory of the team, we want to make better products, to strive for consumer support for us, in fact, we must use products to speak, with our works to speak.
I often speak in our internal R & D team and product line work meetings, I said that our best communication weapon with consumers is our products, we are in the air with consumers in the soul of the dialogue, I said that your work in the hands of consumers to withstand the consumer's most critical eye scrutiny, to reflect, product design quality management in all aspects to create products that can surpass Apple.
I said that today we see Apple in Apple 13, Apple Pro in the sales of a single are in a very leading position, this is actually a spur and incentive for our team, the release of this glory Magic4 series, is once again we use our products to win the support of Chinese consumers, I hope that Chinese consumers to use the most critical eyes to evaluate and compare our experience with Apple, we hope that we can use our products to win more high-end users and more consumer recognition.