I believe the big guys already know that we went offline to snap up the new machine that Huawei just released.
That's right, it's the 10,000-dollar Huawei Pura 70 Ultra, which uses up the C bit of our article the night before.
The night before yesterday, we told you about the most brilliant rotating lens, signal performance, and the performance experience of the new Kirin 9010 processor, but the "image" was left without talking.
Hey, it's not bad for me, it's mainly because Huazi was "ambushed" - a system update suddenly popped up before going to press, resulting in the scrapping of the sample taken the day before yesterday.
So I also promise you to add one more today to draw a good end to Huawei's "Pura" this time.
The day before yesterday, we briefly mentioned that the highlight of the Pura 70 Ultra's image this time is the main camera that can be "popped out".
With a rotating telescopic lens structure that I haven't seen on other phones so far, I made a 1-inch main camera with a wide F1.6 aperture and a body design that feels good.
But what I didn't say the day before yesterday was how hard it is to do that.
To put it small: what about the waterproof performance of the phone?
You know, the success rate of a camera with or without optical image stabilization is completely different, but after Huawei made a telescopic lens structure, the original traditional optical image stabilization structure was scrapped.
As a result, Huawei has solved both of these problems: not only has it passed the IP68 dust and water resistance certification, but also figured out the displacement stabilization of the 1-inch main camera sensor.
Let's talk about waterproof first, I really took the Pura 70 Ultra in my hand and rinsed the water, and it turned out that it would not retract the main camera in photo and video mode, which means that the airtightness of this mechanical structure is very good, and the expansion and contraction will not affect the waterproof performance.
I'll show you another detail, in the case of hanging water, the water droplets can't penetrate the inside of the mechanism.
How do you say those four words___________.
As for sensor-displacement stabilization, this is not a very new thing, like Apple is also using displacement stabilization, but the sensor size of the iPhone is only 1/1.28 inch, and the requirements for the module structure design and in-machine stacking scheme are relatively less demanding, which is easier to do than Huawei.
And the reason why Huawei has made so much effort to get this telescopic lens, I also told you the day before yesterday, that is, after the aperture is larger, the ability to capture with the XD Motion algorithm will become very powerful.
But how strong it is, we didn't count the day before yesterday, so I took it out to sweep the streets and take pictures in the past two days.
Then I found that this ultra-high-speed flash shooting function is really suitable for shooting sports scenes, like I saw a kid learning to skateboard on the street, and I captured a few shots, and the results were not paste, and the moment the kid did the action was captured.
After showing it to the child's brother, he also praised me for shooting well, and he was embarrassed to fix me...
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In addition to capturing, this main camera with a large aperture and a 1-inch outsole also has the advantage of cropping 2x portraits, and the image quality is also quite usable.
You see the old man I photographed, the details of his face, hair and clothing are restored very well, and even the threads on the second piece of clothing have been recognized by the cutout algorithm.
There's something about this algorithm...
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This time, the Pura 70 Ultra uses a lens combination of wide-angle + lifting main camera + periscope telephoto.
Because the telephoto lens chose the "big bottom" solution, the actual magnification of the telephoto is only 3.2x - and then in the camera app, the edge of the lens that does not perform well is cropped, and it becomes a 3.5x telephoto.
Look at the following flowers, they were all taken by me with this 3.5x lens, are they all quite good-looking?
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And you may not believe it, the following picture of a little bee picking honey was captured by me with 10x, this little bee is moving the whole time, and it is really not easy to capture this moment.
Suffice it to say, this telephoto lens also has a certain usability in the case of 10x cropping.
In addition to the image quality is okay, the macro function of this telephoto also makes me feel a little interesting, the closest focusing distance can be up to 5cm, the maximum focal length can be up to 90mm, with F2.1 large aperture and algorithm optimization, in less well-lit environments, it can also ensure good detail performance.
You can look at this set of samples, whether it is the water droplets on the bottle, the vein texture of the leaves, or the pixels of the screen, they all give you a clear shot, which is really a bit of a macro blockbuster.
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The samples taken this time are really a bit too much, and I don't have time to analyze them one by one, so I'll put them together for you to see here.
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When the Mate 60 series was released last year, a friend asked Tony if he could replace the P40 Pro in his hand - I told him that you don't worry, there must be something new in the P series!
You see, this is not being pretended to be big by Huawei again.
Oh, though, you can't call it P now, you have to call it "Pura" ~
While it's nothing new for mobile phone makers to rename their products, Huawei's move is unusual.
On the one hand, the P-series has been developed for 12 years since the first generation of the Ascend P1, and the user perception has been relatively fixed.
On the other hand, Huawei's "Pura" trademark was picked up online and registered as early as 2019, and the name change is considered "premeditated".
With all of this in mind, and then looking at the renaming of the P series, the answer to the question is clear, that is, the climate of the P series has been completed, and it is time for a wave of brand refreshes.
As Yu Chengdong said—— " Start again with a new attitude. ”
In fact, for Huawei, it is also time for the P-series to grow into a brand like Mate.
Because after the return of the Mate60, Huawei released a very clear signal that in the high-end market, "I want to get it back".
What you may not know is that the Huawei Mate60 and Mate60 Pro models have accumulated 17.33 million activations (data from QuestMobile), helping Huawei recover some of the lost ground in the high-end market.
But that's not enough for Huawei, you must know that at that peak around 2020, the cumulative sales of the Huawei Mate40 series were more than 32 million units, and the market share was the first in both the domestic and global markets.
If Huawei wants to return to the top, it is not enough to rely on the comeback of the Mate60, so they have made more attempts in the high-end market.
For example, Pocket sprang away from the P series and became a brand on its own, filling the gap in the high-end market with differentiated products such as fashion, women, and vertical folding. Chatting with friends from other mobile phone manufacturers before, he mentioned that now the high-end vertical fold is a piece, and everyone is looking at what Huawei does.
For another example, Huawei uses a luxury brand like Extraordinary Master to continuously explore the ultra-high-end market.
Therefore, the upgrade of the P series to Pura is actually a key part of Huawei's high-end brand strategy.
The arrival of Pura means that Huawei has another "fierce general" like Mate in the high-end market, and the layout of this double-straight flagship can greatly strengthen their influence in the high-end - men, business, and all-round Mate, and women, fashion, and images have Pura.
In addition, for Huawei, Pura has another layer of significance, which is that it continues the image and aesthetic genes of the P series, and uses technology to lead the maturity of the brand system.
I don't know if you have read our article about Huawei images (guiding the way), at the end of the time, we mentioned that Huawei's images want to achieve their own style, because "fashion is fleeting, and style is eternal".
The same is true for Pura, Huawei wants to use this brand to lead the market trend.
This is just like those big names in the fashion circle, and the new styles that come out every year can create a new trend in the circle.
However, it is not easy to do so. After getting my hands on the Pura 70 Ultra this time, I think it's a joke. Because this mobile phone does have the meaning of being maverick and daring to be the first.
You might as well recall that in the past few years, the super large bottom and periscope telephoto were rolled up by the P series, and the gradient color scheme was also led by the P series...
Let's talk about the image, the generation of the P series that really starts linear acceleration in the image is actually P9 , P9 uses color + black and white dual camera to fire the first shot of Huawei roll image;
Later, from P10 to P60, like what portrait photography, super night scenes, periscope telephoto... These feature points Huawei P series have also rolled out their own things.
As for the design, I don't know if you are still impressed, but after the P20, Huawei has indeed made great strides in aesthetic design.
The gradient aurora color of P20 became a trend at that time. I was very impressed that at that time, almost all models from low-end to high-end would have a gradient color scheme.
Later, P30's Sky Realm, Red Tea Orange, P40's Frost Silver, P50's Cocoa Tea Color, Vientiane Double Ring Design, P60's Rococo White, P60 Art's Island Design... Almost every generation has an impressive design.
In particular, the rococo white backplate of P60 has directly become a kind of "gambling stone" on Xiaohongshu.
In this generation, Huawei is still making some new attempts. Take the white version of the Pura 70 Ultra, for example, they have brought the embossed printing technique common in luxury bags to the back cover, giving the white plain leather back cover a strong sense of luxury.
And I heard that this process is what kind of high-end embroidery embossing process, very particular, the width of each fine line embossed and the distance between the lines are less than 0.5mm.
So much so that when I got the mobile phone at that time, I once suspected that they had gone to the fashion circle to poach people...
On top of that, the design of the camera module is also quite amazing - this time they boldly use a triangular design, and there is a protruding piece on one side of the triangle, with the "XMAGE" logo and flash on it.
In addition, the free phone case, "P" letter print and triangular elements, which fits well with the design of the Pura 70 Ultra this time - this is not the first time I have praised this phone case, and I hope that the phone cases presented by various flagships in the future can also be rolled up like this.
To be honest, I think the design and thinking brought by the Pura 70 are indeed still scarce in the current market environment. In addition to bringing some Huawei surprises to the innovation of flagship mobile phones, this can also play the role of catfish and give Brother Guozi some strength.
After all, in the years when Huawei was absent from the high-end, the flagships of friends basically couldn't shake Apple's position in the high-end, and in terms of 2023 data, Apple is still the No. 1 mobile phone manufacturer in the Chinese market.
According to the forecast of our familiar analyst Ming-Chi Kuo, the shipment of the Pura series is expected to grow to 13 million ~ 15 million units in 2024.
Previously, the iPhone 15 series sold nearly 20 million units in China for about half a year, that is to say, with the Pura 70, plus the Mate60, and the next Mate70, Huawei finally has a way to stand up to Apple.
Tony is quite happy to see this situation, which must not be a bad thing for users. After all, when manufacturers fight, it must be us consumers who have the opportunity to pick up leaks.
Written by: Kueh Tiao Editor: Miro & Enchantment & Noodle Line
Editor: Huanyan & Sunshine
Pictures and sources:
Huawei, Qichacha, IDC
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Source: Official media/online news