SHENZHEN, April 20, 2026, 22:33 China Standard Time
Huawei on Monday rolled out its Pura X Max in China, getting a jump on the “wide foldable” smartphone segment—a category where Apple and Samsung have yet to launch, but are anticipated to follow later this year.
Huawei’s timing with the device is crucial, delivering a high-end option as China’s smartphone buyers shift toward pricier models and Apple starts to recover some ground in the region. Unlike older book-style foldables, a wide foldable flips open to reveal a screen more like a tablet—shorter and broader, not just elongated.
Huawei’s China site now features the Pura X Max, starting at 10,999 yuan. The specs: a 5.4-inch external screen, 7.7-inch internal display, HarmonyOS 6.1 running the show, all powered by the Kirin 9030 Pro chip. Refresh rate? Adaptive, 1 to 120 Hz, letting the screen tweak its refresh for smoother visuals or better battery life.
Huawei now leads the race in this particular foldable segment, outpacing Apple and Samsung—both still developing their own wide-format devices. According to The Verge, those two tech giants aren’t likely to debut their models before the back half of 2026.
Premium pricing isn’t subtle here. Huawei’s standard Pura X Max lists at 10,999 yuan with 12GB of memory and 256GB of storage. For those after the top-end version, the 1TB Collector’s Edition clocks in at 13,999 yuan. According to Gadgets360, the device will become available in China on April 25 via Huawei’s online store.
Huawei is emphasizing display size, on-device AI, and camera technology for the phone. According to its specs page, the model features three rear cameras: a main 50-megapixel shooter with variable aperture for light control, a 12.5-megapixel ultra-wide, and a 50-megapixel periscope telephoto.
This comes at a tricky moment for Apple, though it’s not all bad news. According to Counterpoint data reported by Reuters, iPhone shipments in China jumped 20% during the first quarter—the best showing among leading brands—even as total smartphone shipments sank 4% across the market. Huawei held onto the lead with a 20% share, with Apple right behind at 19%.
“Apple stands out on value as most rivals hike prices—Chinese consumers know its products will last three years or more,” Ivan Lam, a senior analyst at Counterpoint Research, said in an interview with Reuters. Lam noted that Huawei has been gaining traction, with strong demand spanning both its premium and more affordable models. Reuters
IDC is looking at the shift through the lens of margins. “China’s smartphone market is entering a phase where profitability matters more than shipment growth,” said Will Wong, senior research manager at IDC Asia/Pacific, in a note dated April 15. Vendors, he said, are trimming their low-end portfolios and focusing more on premium devices to keep margins intact. IDC
That goes a long way toward showing why Huawei is pushing the Pura line higher. A foldable priced north of 10,000 yuan isn’t about selling huge numbers. It signals strength—planting a flag in a market where brand muscle, tight reins on supply, and homegrown software platforms are becoming more and more important.
Apple still hasn’t unveiled its much-discussed foldable, often dubbed the iPhone Ultra or simply the foldable iPhone in Apple-centric circles. According to 9to5Mac, Huawei’s design lines up pretty closely with what industry watchers think Apple will eventually deliver. The site also points out that Apple is thought to be holding off until both display and hinge tech hit a higher bar.
But there’s a ceiling to this bet. Huawei hasn’t said if the Pura X Max will see a release beyond China, and HarmonyOS still hits resistance abroad, especially where Google services are essential for users. According to Notebookcheck, there’s no word yet on global availability, and the phone is set to use HarmonyOS without Google Play Services.
Huawei’s got the Pura X Max out before anyone else. Apple? Its global ecosystem still sets the bar. Samsung brings foldable know-how after years in the category. The X Max turns up the heat on both rivals. The question is whether this wider foldable makes the jump from niche gadget to a real premium contender.
