Honor challenges Samsung and Apple with its ambitious AI Alpha plan.
During MWC 2025, Honor unveiled the Alpha Plan, a $10 billion initiative aimed at positioning itself among leading brands like Apple and Samsung.
House Cell Phone DTES Honor has been challenging the standards of foldable phone hardware with devices like the Magic V2 and the Magic V3 in recent years. Its flagship model, the Magic 7 Pro, also outperforms the Samsung Galaxy S25 Ultra in certain aspects. However, hardware is only part of the equation when considering the purchase of a new phone, as software has a significant impact on consumer decisions. Honor seems to be taking steps towards improving this aspect. During MWC 2025, the company unveiled Plan Alpha, a $10 billion investment initiative aimed at positioning it alongside giants like Apple and Samsung.
This Plan Alpha implies that Honor wants to transform from a smartphone manufacturer to an "AI device ecosystem company." This means that more products like wearables, tablets, and laptops will be launched, all with unprecedented integration among them. Honor has announced closer collaborations with Google Cloud and Qualcomm to revolutionize human-device interaction through artificial intelligence.
With a projected investment of $10 billion over five years, Honor has previewed some AI features that will enhance human-device interaction. In a recent demonstration, Honor's AI assistant was able to make a restaurant reservation considering both traffic and the user's personal calendar. Although there is no exact release date yet, these advancements are expected to be available in international markets in the near future.
Plan Alpha also presents AIMage, a new imaging technology brand that will include tools like AI Upscale, designed to restore old photos. This technology will be available this month for Honor Magic 7 Pro and Magic 7 RSR devices. Additionally, a file-sharing feature will be introduced, allowing data transfer between Android and iOS devices, similar to Oppo's O+ Connect tool, which will require the installation of the Honor Connect app on iPhones.
Honor is looking to create a strong ecosystem that rivals the well-established ones from Samsung and Apple, focusing on device integration and a commitment of up to seven years of Android operating system updates. Collaborations with Google and Qualcomm are a good sign, as while Honor's hardware has historically been of high quality, its software had lagged behind. These partnerships have the potential to close the gap in this area.
