{
  "id": 19493859,
  "title": "China’s Huawei to roll out new smartphone brand Osta, 6 years after giving up Honor",
  "url": "https://urgent.news/2026/11/11/chinas-huawei-to-roll-out-new-smartphone-brand-osta-6-years-after",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-11-11T12:30:13.000Z",
  "source": {
    "name": "SCMP Tech",
    "slug": "scmp-tech",
    "url": "https://www.scmp.com/tech/tech-trends/article/3374099/chinas-huawei-roll-out-new-smartphone-brand-osta-6-years-after-giving-honor"
  },
  "original_language": "en",
  "account": "China's Huawei is set to unveil a new smartphone brand called Osta, six years after discontinuing its budget-oriented Honor line due to US sanctions. Richard Yu, chairman of Huawei's Consumer Business Group, announced the brand's official debut on November 20 via a social media post. The announcement coincides with Huawei's upcoming electric vehicle releases. The brand's first device, the Osta O1 Pro, bears a resemblance to the company's flagship Pura X View smartphone. This marks Huawei's first major sub-brand launch since selling Honor to a consortium of agents and dealers in late 2020 to bypass US trade sanctions. Since then, Huawei has rebounded in China's smartphone market, capturing a 21.3% share in Q3 2026, surpassing Apple and local competitors. Huawei is also expanding its focus to artificial intelligence infrastructure, developing a magneto-electric storage system for enterprise workloads, which promises to be a cost-effective and high-performance alternative to traditional hard disk drives.",
  "summary": "Huawei Technologies is preparing to launch a new smartphone brand, doubling down on its hard-won domestic comeback six years after spinning off budget marque Honor under the weight of US sanctions. Richard Yu Chengdong, chairman of Huawei’s Consumer Business Group, confirmed in a social media post on Wednesday that the company would officially debut Osta, known as “Xingmang” in Chinese, on…",
  "key_points": [
    "Huawei to launch Osta brand six years after discontinuing Honor",
    "Osta O1 Pro device similar to Pura X View smartphone",
    "Huawei regains 21.3% market share in Q3 2026"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}