Huawei Makes Fun of Apple to Promote New Mate 10

Thomas Wellburn
September 19, 2017

Huawei couldn’t resist taking a sly dig at Apple for the Face ID fail which happened during the live conference last week.

With Huawei now the second biggest smartphone manufacturer worldwide ahead of Apple, the company has took it upon themselves to run a cheeky marketing campaign urging users to wait for Mate 10 and resist the iPhone X. As we saw during the Apple conference, the facial recognition technology used in the X isn’t perfect. Craig Federighi, Apple’s senior vice president of Software Engineering, struggled to unlock the device on stage, sending a barrage of jokes flying around social media.

Huawei has now joined in on the action, releasing a short viral video showing a clown face struggling to unlock the handset. Is the undertone that Apple are clowns for screwing up their own Face ID launch? It then comes up at the end with a hashtag #TheRealAIPhone along with the date 16.10.17. This happens to be the launch date of the Mate 10.

Huawei is expected to take wraps off its newest Mate 10 and Mate 10 Plus Pro flagship smartphones on October 16th. It’s expected to include thicker bezels at the top and bottom, however the sides will be razor thin. It’s currently unknown if the more powerful Huawei Mate 10 Plus will include an even larger display. What we do know is the panel will be an 18:9 variety, which coincides with the bezel-less displays currently found on the Samsung Galaxy S8 and LG V30.

Inside, it’s also expected to include a dual Leica camera with f/1.6 aperture, the same as the recently announced LG V30. It will run on the latest Kirin 970 processor, built on a 10 nanometer process much like the Apple A11 Fusion. Huawei has said that the chip was prioritised for AI and facial recognition, hence the tongue-in-cheek troll.

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