Huawei's Mate 10 Pro faces Apple's iPhone X as a direct competitor in the battle for the superior premium phone. Apple has always focused on building and marketing the best designed phones. Meanwhile Richard Yu, the head of Huawei’s consumer products business, recently said, “we want to win in the premium segment.” China is a critical region in this competition because Apple's popularity has been sliding there and they have a chance to bounce back with the iPhone X. However Huawei has the advantage of being based in China. The outcomes of this struggle to reach consumers will definitely have a significant effect on the future of technology.
Huawei has adopted an ingenius strategy to face Apple. Essentially they have hijacked Apple's massive marketing campaigns by offering a similar product for a lower price while Apple handles most of the marketing and consumer education. For example, Apple recently has been promoting the iPhone X's neural engine, a chip that is specifically meant to handle AI. This is a component that many consumers do not understand, so Apple has tried to teach consumers about its benefits. Huawei then follows Apple's footsteps by including enhanced AI in the Mate 10 but does not need to invest money in teaching consumers because Apple is doing this for them. Huawei is also copying other elements of the iPhone X such as the OLED display and the smaller bezels that border the screen. Huawei has the potential to outsell iPhone by using Apple's marketing to their advantage.
https://www.wsj.com/articles/apple-iphone-x-in-face-off-as-huaweis-mate-10-launches-1508158804
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