HONOR’s achievement was recently recognised by Asean Records for being the top-selling brand of mid-range smartphones with the release of its HONOR X9 series.
THE Malaysian smartphone market is shifting as HONOR establishes itself as a contender in the premium market.
With strategic focus, the brand has continued to remain within the industry’s top three. This performance signals growing acceptance of brands other than major players as a viable alternative in categories traditionally dominated by these brands.
Strong appeal
Beyond overall market share, HONOR’s robust performance reflects shifting dynamics in the premium flagship markets.
In September 2025, the brand ranked fourth in smartphone sales within the RM4,000+ price range segment, trailing only Apple’s iPhone and Samsung’s Galaxy series. Notably, in the ultra-premium segment (RM6,000+), it secured third place – a success driven by its innovative foldable phone offerings.
The smartphone market’s diversified offerings present consumers with more options at competitive prices, particularly in categories traditionally dominated by major players.
Their success extends beyond just smartphones: its MagicPad tablet series ranked in the top two within the RM2,000+ segment, while its laptop line is steadily gaining ground in the competitive laptop market above RM5,000, highlighting the brand’s growing appeal across different tech categories.
HONOR has revealed plans to release a new flagship, the Magic8 Pro, to reinforce its position in the premium segment.
Accessible flagship features
A key factor behind HONOR’s recent success is its focus on addressing unmet user needs and filling gaps where other brands may fall short, instead of following trends.
HONOR’s offerings are centred around several key differentiators: network connectivity performance, battery longevity, industry-leading display technology and integrated AI features.
Rather than competing solely on specifications, the company positions itself around practical user benefits, establishing a distinct technological identity.
Pricing strategy has also played a role, with HONOR devices positioned competitively against comparable models from other major players.
This approach makes flagship features more accessible to middle-market consumers seeking high-end functionality – without the price associated with legacy brand names.
For Malaysian consumers, the shift means expanded options across price segments and potentially more competitive pricing as brands like HONOR vie for market position in the premium category.
A future backed by assurance
Delivering high-value products is what every brand strives for, including HONOR. But the brand takes it a step further by encompassing its entire lifecycle.
From stringent control during development and manufacturing to an extensive after-sales service network, HONOR addresses consumer concerns about device longevity and reliability throughout ownership.
Looking ahead, HONOR has indicated plans to launch the HONOR Magic8 Pro, its next-generation flagship model positioned to redefine imaging benchmarks in the premium smartphone market.
The device is reported to feature significant imaging breakthroughs through integrated hardware upgrades and algorithmic optimisation, with comprehensive improvements in key areas including night photography and telephoto capabilities.
HONOR’s recent performance, particularly in the premium segment, shows that market share is increasingly contestable, challenging the assumption that consumers are unwilling to pay high-end prices for flagship devices.
