Smartphone manufacturer and AI device ecosystem company Honor has officially entered the Australian market, unveiling its first batch of advanced smartphones, including the world’s thinnest inward-folding smartphone, the Honor Magic V5. This launch marks a significant milestone for Honor as it seeks to establish a foothold in Australia’s competitive tech landscape.
The announcement comes as Honor outlines its ambitious strategy to transition from a traditional smartphone maker to an open AI device ecosystem. The company plans to invest over $US10 billion in the next five years, focusing on AI and device research and development, platform and software development, and open ecosystem programs.
Honor’s Evolution and Market Strategy
Previously a sub-brand of Chinese tech giant Huawei, Honor was sold in 2020 to the Shenzhen Zhixin New Information Technology consortium. This move allowed Honor to operate independently, paving the way for its global expansion. The Australian launch is part of Honor’s broader strategy to establish itself as a major player in the international tech market.
Matt Segafredo, Sales Director of Aisidi Australia, emphasized the company’s long-term commitment to the Australian market. “We’re entering the Australian market with a strategic, long-term commitment to build a brand that’s here to stay, contribute to the local tech landscape, and support customers for years to come,” he stated.
Spotlight on Honor Magic V5
The Honor Magic V5, priced at $2,599, is the centerpiece of the launch. At just 8.8mm thick, it is the world’s thinnest inward-folding smartphone. The device boasts a sleek design, larger batteries, impressive durability, and powerful cameras, making it a compelling option for tech enthusiasts.
Featuring a 6.43-inch front screen and a 7.95-inch inner display, both stylus compatible, the Magic V5 is ideal for note-taking, sketching, and document annotation. It operates on the MagicOS 10 system and includes the intelligent AI assistant, Google Gemini.
The device offers all-day use with its 5,820mAh battery and AI-enhanced photography capabilities through its AI Falcon Camera System, which includes a 64MP Ultra Sensing Periscope Telephoto camera, a 50MP main camera, and a 50MP wide camera.
Introducing the Honor 400 Pro 5G
Alongside the Magic V5, Honor also launched the Honor 400 Pro 5G, priced at $999. This smartphone is equipped with on-device AI-powered intelligence, enabling users to capture professional-quality photos and convert them into shareable video clips without third-party apps.
The device runs on MagicOS 9.0, built on Android, offering a smooth and intuitive user experience. Key AI features include AI Translation, AI Recorder, AI Format, and AI Summary. The 400 Pro 5G also supports the Google Gemini AI assistant.
Its 5,300mAh silicone carbon battery provides up to 33 hours of voice calls, 27 hours of offline video, and 15 hours of online entertainment. Notably, the device retains over 80% battery health after four years of use.
Expanding Product Lineup
In addition to smartphones, Honor is launching the Honor Pad 10 tablet, the Honor Watch 4 smartwatch, and the Honor Choice Earbuds Clip wireless headphones. These products will be available exclusively in Australian stores starting December 4, 2025.
- Honor Magic V5 16GB+512GB inward-folding smartphone (black, gold, white) – $2,599
- Honor 400 Pro 5G (black, grey) – $999
- Honor Pad 10 (grey) – $599
- Honor Watch 4 (black, gold) – $249
- Honor Choice Earbuds Clip (black, purple) – $199
As Honor makes its debut in Australia, the company is partnering with leading retailers and carriers to establish a comprehensive after-sales support network. This initiative aims to ensure a reliable and positive experience for every Honor user, reinforcing the brand’s commitment to innovation and customer satisfaction.
With more than 250 million active devices worldwide, Honor continues to focus on cutting-edge innovation that excites smartphone users. The company’s latest devices blend striking design with powerful performance, advanced camera capabilities, and intelligent features that enhance everyday life.
The move represents a significant step in Honor’s global expansion strategy, as it seeks to capture a share of the Australian market and further solidify its position as a leader in the tech industry.
