Honor has marked a significant global comeback, reporting record breaking smartphone shipments of 71 million units worldwide in 2025, including 10 million flagship models, reflecting strong demand for premium devices. Notably, 50% of its sales came from markets outside China, signaling the brand’s growing international footprint.
“Overseas markets are now a core part of our growth strategy, and our flagship Magic7 series has played a key role in driving this momentum,” said a company spokesperson.
Following a 50% year on year growth in shipments, Honor now holds at least 10% market share in 17 countries, covering Latin America, the Middle East, and Africa. The brand has also strengthened its position in Southeast Asia, becoming the market leader in Malaysia with over 18% smartphone share and 30% in tablets.
Looking ahead, Honor is rolling out its Honor Alpha strategy, planning an investment of over $10 billion in AI-driven products over the next five years. This strategy will cover smartphones, AI-powered PCs, tablets, and wearable devices, aiming to create a connected ecosystem of AI-enhanced hardware.
“The Honor Alpha strategy is not just about devices; it’s about creating a smarter, AI-integrated experience for our users worldwide,” the company added.
With its growing global presence and focus on AI, Honor is positioned to challenge competitors in both high-end smartphones and emerging connected devices, making 2026 a pivotal year for the brand’s international expansion.
