What the hell is Pura, why did Huawei change the name of the P series to this?

The following article is from the non-objective laboratory, written by Tang Jianbo

People didn't wait for the P70 series, they waited for Pura.

So far in 2024, there is no one that has attracted the most attention than the Huawei P70 series. This stems from the success of the P series, which left us with deep memories, and also from its perseverance to keep moving up and breaking through itself.

The growth history of Huawei's P series is the epitome of the evolution of mobile imaging in modern mobile phones. The Leica label was left on the back cover of the mobile phone for the first time, it was it, the night was recorded in the mobile phone, and thousands of people remembered it, and the beautiful scenery in the distance was taken closely, and it was also remembered by everyone.

Today, its name has changed differently, but it is the same as before. Huawei officially announced that the P series will be upgraded to HUAWEI Pura, and in the three new Pura commercials, the words "pure" and "style" appear repeatedly, and finally "determined to move forward". We can understand that despite the change in appearance, the spirit of excellence has not changed.

And you, the way you call it can also be called without changing: Huawei P(ura) 70 series. It's just a question hidden behind Pura that hasn't been solved yet – what does Pura mean?

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Starting from the rise of domestic mobile phone images

Before 2016, the top of the mobile phone imaging rankings was either the iPhone or Samsung. If you want to choose one of the latter products that is very distinctive, you have to think more about it.

This year, the iPhone 7 series firmly held the top of the list in both photo and video. The whole mobile phone mobile image is in a chaotic period, and imitation, exploration, classification and comparison are the main themes at that time. None of them can be called "unique".

The Huawei P9 tries to break this chaos. With two 12-million-pixel cameras, one for color and the other for black and white outlines, the night scene skills of the previous generation of products have been further studied and integrated into computational photography.

Added photo watermark to provide users with a professional mode, co-branding with Leica for the first time. Looking back now, the Huawei P9 has indeed "redefined mobile photography".

Pura's "forward-looking" is actually the genes of the P-series.

Then the Huawei P10 focused the Leica image on the front camera, and the color revolution of mobile phone imaging was able to happen for the first time in the front camera - in people's selfies. Whether you take photos with the back or front, its strong Leica "German flavor" can make you gain full screen likes in the circle of friends.

Huawei's mobile phone image train, or domestic mobile phone image, is about to usher in a rocket-like leap.

In 2018, the Huawei P20 series became the rule-maker for moving imaging. The rear camera combination of 40 million pixels + 20 million pixels + 8 million pixels surpasses the photographic performance of more than two generations of products in the same period.

Even more memorable is the terrifying 6-second hand-held night scene – the main battlefield of mobile phone images has since gathered in the night, and whoever can capture the beauty of the night is the real winner – and the haunting color of the aurora.

From this generation, Huawei's skills in CMF began to appear, and the P series became synonymous with design, fashion, and avant-garde.

A year later, the Huawei P30 series became a classic in the history of moving imaging. It moved the main battlefield to the sky: four rear cameras, one of which was a 5x periscope telephoto camera, showed the moon in the night sky so clearly on the screen of a mobile phone.

The Huawei P40 Pro+ has increased the number of cameras to five for the first time, each of which has its own role and relies on a five-camera fusion algorithm that can shoot up to 100 times. Huawei phones can not only shoot clearly at night, but also shoot farther.

It is also in this generation that Huawei integrated the nanocrystalline ceramic process into the mobile phone, and the back cover feels warmer and has a high-quality texture, which is a rare handicraft at that time.

But at the same time, Huawei's exploration of moving images has almost touched the physical ceiling, and the marginal benefits of stockpiling have been visibly reduced to the naked eye.

So when it comes to the P50 series, we see a more refreshing P series: based on computational optics, jumping out of the high dependence on physical hardware, from the four levels of "opto-mechanical computing" technology, to assemble its own XMAGE imaging brand.

This is another rethinking of Huawei's approach to mobile imaging.

The P60 series, the XMAGE imaging brand has become the brand of Huawei imaging, and "there is no same Rococo white in the world" has also become the CMF success label of the P60 series.

In the past 12 years, the P-Series has led the way in mobile imaging on mobile phones, changing the rules of the industry, and it is no exaggeration to say that the P-Series is the bellwether that sets the trend for mobile imaging every year.

Huawei has a share of the upward rise of the entire domestic mobile phone image. Today, if you choose a mobile phone, there is a high probability that you will not hesitate between domestic and overseas brands, shoot far away, shoot night scenes, take portraits, and shoot macro...... A domestic mobile phone can meet your needs, and this mobile phone is likely to have its own color style and rich photography gameplay. It always gives you the best answer with the right flattering picture effect. Domestic mobile phones have finally broken free from the dilemma of imitation and exported them to the offshore market.

It's no wonder that we have such high expectations for the P70 series today.

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The HUAWEI Pura 70 series as we know it

The product has not been released, and the hot search is first. The discussion about the P70 series never stops.

Now Huawei has officially given a direction, renamed Pura, with a triangular camera module design.

First of all, I have to mention the new name, Pura is not easy to read for everyone, and some people understand it as "beautiful". In fact, it comes from the Spanish word and means "pure", which echoes the content emphasized in Huawei's commercial film. But in the Chinese context, the abbreviation for Pura is still P, so that doesn't prevent you from continuing to think of it as a P series.

The triangle is usually considered to be the most stable shape, and it is actually a more reasonable layout in the multi-camera fusion algorithm. The Huawei P60 Art innovatively uses a "Koala"-style camera module arrangement, but it essentially forms an obtuse triangle.

Although this design challenges the aesthetics of ordinary people, to a certain extent, P60 Art has created its own technological aesthetic while meeting the technical requirements. To date, there is no other product of its calibre that matches the commercial and artistic level of the P60 Art.

The Pura 70 series is rumored to have four products: Pura 70, Pura 70 Pro, Pura 70 Pro+, and Pura 70 Ultra, all of which have triangular camera module designs. While the industry is adopting a centered pie design, the design of the Huawei Pura 70 series will be the most eye-catching work in the industry.

Photo source @数码闲聊站

In terms of camera hardware configuration, it has been revealed that the main camera of Huawei Pura 70 series will use OmniVision OV50H and Sony IMX989 as the main camera, which is used in different models. In addition, the adjustable aperture technology used in the Huawei Mate 50 series is also very likely to be further upgraded on the Pura 70 series.

In terms of telephoto, there hasn't been much information revealed yet. But looking back at XMAGE's "opto-mechanical computing", hardware doesn't seem to be that important to Huawei's imaging. On the contrary, it is the new technology that Huawei continues to develop that determines the direction of mobile phone mobile images.

In terms of software, the concept of "AI mobile phone" has long been put on the agenda of the industry. Huawei has not publicly advertised the positioning of "AI mobile phones", but it has been taking the path of "AI imaging".

From the behind-the-scenes AI involvement in the data entry and processing of mobile phone images, to the XD Fusion image engine and AI cloud enhancement technology, AI images have always been the theme of Huawei's mobile phone images. In the Pura 70 series, we can also expect to see more AI imaging capabilities on the machine.

Pura יהוה, יהוה

It's no wonder that we have such high expectations for the P70 series today.

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Pura יהוה, יהוה

Why did you change your name at this time?

Huawei didn't give an answer, but if we treat it with a normal heart, this matter may be more reasonable.

The P-Series has always been a path that no one has taken. In terms of imagery, the P9 incorporates dual cameras and co-branded Leica, the P20 sets the battlefield at night, the P40 explores the physical boundaries of imagery, and the P50 and P60 XMAGE have their own brand and design......

We cannot use the path of the past to constrain its development, nor can we predict the future direction based on the current situation. Now Pura is still on the path that no one has walked, and everything that lies ahead is new.

As far as the eye can see, the path Pura has taken has always been unique.

Therefore, when we no longer bother with the renaming node of Pura, the dark line that the name of Pura echoes Mate emerges.

Prior to this, Huawei's mobile phone product line, as well as the Mate and nova series, and only the P series was monosyllabic - after 12 years, in the thorns along the way, the P series finally found its "real name", with the same polysyllabic name as other product lines, forming a more complete product matrix.

The purity of Pura means that the brand does not follow the crowd and is different. Moving forward, riding the wind, the P Series' dominance in moving images and its leadership in design can be seen.

It is foreseeable that from the P series to the HUAWEI Pura series, its brand influence will go up further.