HONOR is repositioning itself as an AI device ecosystem company with a new “Dare to Be” brand strategy, expanding its focus from smartphones to robotics, software and connected devices.
The announcement, made in Riyadh on 1 September, brings the company’s hardware, software and partnerships under one direction. HONOR says the strategy will cover intelligent devices, robotics, next-generation software and connected AI experiences.
HONOR Dare to Be puts the Robot Phone at the centre
The HONOR Robot Phone is the clearest example of the new direction. It combines embodied AI with a robotic camera system that can move and respond to its surroundings. HONOR’s product site lists a 4DoF gimbal system and says its micro motor is 70% smaller than the previous design.
The phone was launched in August with imaging technology developed in partnership with ARRI. Newsshooter reports that the device records in 10-bit LogC3 with AWG3, allowing footage to fit workflows used with some ARRI cameras. HONOR’s own product page cautions that some features are still in preparation and may change before commercial release.
The company’s existing ALPHA PLAN provides the longer-term structure. It describes a move from an intelligent phone to an intelligent ecosystem and, eventually, an intelligent world. Agentic OS is the software part of that plan, designed to understand user intent and coordinate tasks across devices.
HONOR’s Middle East growth gives it room to expand
HONOR says Omdia recorded 35% growth for the company in the Middle East during the first half of 2026. Regional smartphone shipments fell 13% over the same period, according to the release, while HONOR became the region’s second-largest smartphone brand.
The company did not announce a new UAE price or release date for the Robot Phone with this brand strategy update. An earlier UAE listing reported by tbreak put the device at AED 8,199, but that figure is not a new confirmation of local retail availability.
HONOR’s shift now depends on how many of these products move beyond demonstrations and into the same shops as its phones, tablets and wearables. The branding is in place; the shopping list is still being assembled.
Read more about the HONOR Robot Phone launch.
What is HONOR Dare to Be?
Dare to Be is HONOR’s new brand strategy for its move from a smartphone company towards a wider AI device ecosystem covering robotics, software and connected devices.
What is the HONOR ALPHA PLAN?
The ALPHA PLAN is HONOR’s longer-term roadmap from intelligent phones to an intelligent ecosystem and, eventually, an intelligent world.
Is the HONOR Robot Phone available in the UAE?
HONOR has not announced new UAE availability with the Dare to Be strategy. An earlier listing reported by tbreak showed AED 8,199, but that is not a new retail confirmation.
