Nowadays, the mobile imaging field has witnessed fierce competition, with major smartphone manufacturers vying in the realm of photography technology. Mobile imaging, which once solely relied on the camera functions of smartphones, was previously looked down upon by professional photographers. Meanwhile, rapid technological advancements have pushed mobile photography to a new climax. With breakthroughs such as large-size sensors, AI algorithm optimization, and cameras boasting tens of millions of pixels, mobile photography is now capable of effortlessly capturing the moon and has triggered an unprecedented race in tech innovation.

In response to such a transformation, Huawei has comprehensively upgraded its imaging brand philosophy XMAGE during their brand night, outlining the future direction of mobile imaging innovation. Since launching XMAGE in July 2022, Huawei has become a benchmark in the mobile imaging field. With top-notch imaging technology and user experience, it has sparked consumers' imagination, creativity, and appreciation, revealing the profound power behind imaging works.

Huawei's breakthrough not only epitomizes its maturity and leading position in the field of imaging but also showcases its exploratory spirit and leadership in the possibility and capacity for future image transformation. Huawei aims to have every user, who uses smartphones to record life, become part of this change, empowered by new technology, methods, and directions.

The popularity and ubiquity of smartphones have endowed mobile imaging with a strong consumer cultural attribute. Huawei, by providing an exceptional imaging experience, allows technology to transform into brand elevation, and further guides the development of the mobile imaging industry by publishing the "Top Ten Imaging Trends." From technological to brand transformation, Huawei seeks to inspire every individual's inherent creative potential.

HUAWEI XMAGE is not only a unique identifier of the Huawei brand; it also represents an important milestone in the mobile imaging industry. While other smartphone manufacturers still focus on obtaining certification collaborations with traditional camera brands or optical giants, Huawei has chosen a unique brand path. Therefore, Huawei XMAGE stands out particularly in the fierce competition of the mobile imaging market.

However, it's not easy to stand out in the field of mobile imaging. While technological innovation is crucial, technology alone is not sufficient to shape a unique style and aesthetics. The imaging styles of countries like Germany and Japan have become deeply rooted in people's hearts. They are the result of decades, even centuries, of evolution and refinement. Huawei XMAGE's success lies not only in being at the forefront of technology but also in exhibiting unique foresight and execution in brand building and cultural shaping.

After more than a century of defining imaging culture with traditional photography symbols, seeking an innovative path has become a necessity. Huawei Imaging XMAGE, with its 12-year journey of development, must tirelessly strive to break through its own limits. This process is not only a marathon of technology but also a leap of brand.

Since 2017, leading the penetration rate of dual-camera technology to become the industry first and spearheading the upgrade and innovation of mobile photography hardware, to 2018, pioneering a new chapter in computational photography and dominating the trend of AI integration with optical sensors; from 2019 launching the periscope lens that achieved 5x optical zoom to 2020, innovatively designing the multiple-reflection periscope telephoto lens, achieving 100x binocular zoom; and then in 2021, introducing two important technologies: "computational optics" and "primary color engine", comprehensively promoting the widespread adoption of computational photography technology in the industry.

Huawei's imaging XMAGE has now become another successful exploration for the company in the mobile imaging field. Huawei constructs a new paradigm for future mobile imaging technology from four core technical aspects: optics, mechanics, electronics, and algorithms, guiding the mobile imaging industry to continuously move forward. This continuous technological exploration and innovation have accumulated a valuable wealth of imaging technology, which has also laid the foundation for the leapfrog development of the Huawei brand.

On July 2, 2022, based on years of accumulation, innovation, and exploration in the mobile imaging field, Huawei officially launched the new brand—Huawei imaging XMAGE. By 2024, Huawei continues to deepen its research and has opened a new chapter for XMAGE with the "ten major imaging trends", aiming to provide global consumers with an unprecedented mobile imaging experience. This experience is a testament to the brand philosophy that Huawei imaging XMAGE has always upheld—the power of imagery.

Huawei imaging XMAGE inspires consumers' imagination, creativity, and appreciation with its excellent imaging technology and experience, making each work exude a deep sense of power. So, how to construct this future-oriented sense of power? At Huawei imaging XMAGE Brand Night, Huawei revealed the answer provided by XMAGE combining software, hardware, cloud services, and its ten trends.

One trend is the miniaturization of the imaging system design to enhance the overall performance of smartphone cameras. Cameras are progressing towards miniaturization, and how to achieve outstanding imaging performance in an ultra-compact structure is the direction of research in the fields of optics, mechanics, and electronics. In addition, Huawei ensures the perfect unity of shooting functions and clarity through the XD series algorithms and technology, making each photo look clear and sharp.

The third trend is to break through the quality limitations of low-light and long-focus photography. Huawei continues to work hard on both software and hardware technology, whether it's a super stable low-light photography system, high-level semantic understanding ability, or the underlying image recovery algorithms and the main camera-level long-focus module, Huawei is committed to constantly pushing the limits of image quality.

To achieve "what you see is what you get", Huawei employs full-process high dynamic range imaging technology, a fully upgraded primary color engine, and integrated shooting and display technology to ensure that users' shooting experiences reflect the seen scenes as truly as possible.

With the rapid development of technology, real-time artificial intelligence (AI) visual processing systems and immersive information recording technologies are changing the way we record the world. The real-time AI visual processing system based on neural networks (rNVP) combined with immersive information recording technology can capture the depth, sound, and spatiotemporal information of an image to achieve an unprecedented immersive dynamic imaging effect. In addition, users can easily create a unique XMAGE imaging style with scenario-based recommendations and personalized style settings.

In the realm of content creation, technology-driven creation with large models is rapidly emerging. In light of this, photographic creation is also undergoing a transformation across eras. Huawei Imaging adheres to the concept of combining edge with cloud, dedicating efforts to optimize its large-scale models and "downsizing" them for use on smart devices. This brings not only the enhanced creative capabilities of AI and large models but also imaging capabilities that go beyond what the human eye can perceive, along with an intelligent imaging system that collaborates between edge and cloud, significantly improving the level of intelligence in imaging.

Huawei's integrated capabilities in its terminal software, hardware, and cloud systems have constructed ten future-oriented imaging development trends, endowing them with the power to transcend cycles. The innovation in mobile imaging experience at this time is not limited to a single dimension, but is an all-encompassing innovation process that spans from software to hardware, from chips to the cloud. The success of Huawei Imaging XMAGE has also explored new directions in the mobile imaging industry and provided new insights for the whole sector, encouraging other brands to establish their own unique imaging identities.

In the past 12 years, Huawei's leading position in the mobile imaging field has prompted the entire industry to follow its lead. More importantly, consumers around the world are welcoming a feast of imaging culture, signaling the start of a new decade for mobile imaging. In a current industry where there is fierce competition over hardware specifications and image quality, continuously stacking homogenized hardware is no longer sufficient to differentiate between brands. Personalized customization of imaging styles is more in line with the needs of modern consumers. Against this background, Huawei has been committed to advancing the development of imaging culture.

The renowned photographer Keith Ladzinski stated at the opening of his exhibition tour in Dubai that images could not only capture beauty but also promote communication between humans, serving as a common language. In his view, Huawei's brand philosophy has warmth and reflects profound contemplation of technology and art. At the "Warm World - Huawei Imaging Twelve Years Exhibition" held in Shanghai, nearly 300 photos selected from millions of Huawei mobile phone users were displayed, showcasing the warmth and tranquility of the world from different perspectives and styles, reflecting the genuine emotions of ordinary people.

At Huawei Imaging XMAGE's brand night, Huawei announced the grand blueprint for the next decade, the "Huawei Imaging XMAGE Co-creation Plan," aiming to move towards a broader future.

Actively building imaging culture and advancing technological innovation are important driving forces for the development of the mobile photography industry. Hence, Huawei focuses not only on technology development but also places special emphasis on combining art with technology to create the world-renowned imaging brand XMAGE. Huawei brings together experts in photography, audio-video, film, and aesthetics, as well as influential institutions, actively participating in the design of camera systems, the establishment of imaging technology standards, and the construction of the overall industry ecosystem, with the goal of creating a top-tier imaging experience and a highly recognizable brand image.

Since commencing the new imaging development plan with internationally renowned photography institutions in 2017, Huawei has continuously deepened its efforts in building imaging culture. In 2024, Huawei even initiated the Huawei Imaging Contest to inspire users to showcase their boundless imagination and creativity with XMAGE technology. In addition, Huawei regularly publishes mobile imaging trend reports and engages in in-depth exchanges with the imaging community through various forms, such as photography activities, roundtable conferences, masterclasses, etc., to promote imaging culture collectively, demonstrating its leading position in guiding the development of the industry.

The rise of Huawei's imaging brand is not solely based on technology and products, but on the foundation of universal aesthetic cognizance and cultural expression. It has shaped a unique style and aesthetic system recognized by users worldwide, significantly enhancing the brand's cultural value. The XMAGE style proposed by Huawei, based on years of research and a vast collection of new imaging competition works, has successfully established its unique position in the "color science" system theory. Huawei has always been dedicated to creating an emotionally resonant brand image, transforming imaging technology innovation into an essential tool for users to express themselves and showcase their creativity.

Witnessing the growth and evolution of Huawei's imaging XMAGE, it has evolved from a simple photography function and an alternative to professional cameras into a unique temperament imaging system, becoming a nurturing platform for creators and a cultural symbol recognized by consumers worldwide. The latest Pura 70 series marks Huawei's newest starting point in the high-end imaging realm, not only capturing moments in time but also representing the continuation of the Huawei P series.

Looking back at the development of the Huawei P series, one can see the history of progress in mobile imaging technology. From the multi-camera fusion technology of the milestone P9 series to the portrait lenses, optical stabilization, and dual-camera zoom of the P10 series, and the AI photography and super night scene innovations of the P20 series, Huawei has consistently shown its determination to break through mobile imaging technology. The P30 series redefined smartphone photography with its periscopic optical zoom and ultra-sensitive sensor, while the P40 and P50 series elevated the concept of computational photography and the era of "computational optics" to new heights.

Now, on the occasion of the 12th anniversary of the Huawei P series, the Huawei P series is reborn as the HUAWEI Pura series. It sets off anew with a fresh look and cutting-edge imaging technology, opening a new chapter in the mobile imaging industry.

Thus, for Huawei's imaging, the Pura 70 equipped with the XMAGE imaging system marks a new beginning. With the top ten trends already starting to show in the newly released Huawei Pura 70 series, a power of imaging is conveyed. The HUAWEI Pura series not only inherits the product genes of intelligent imaging and technological aesthetics of the P series but also helps lead the XMAGE brand of Huawei's imaging brand through the renaming from P series to Pura.

From Huawei's innovative path, it is evident that the groundbreaking innovation in mobile imaging is not confined to hardware parameter spiraling, nor is it just about ensuring the best image quality. Rather, it sparks everyone's imagination and creativity through innovative technology, robust products, and a universal culture of imaging creation. As the ten major imaging trends emerge, Huawei has carved out a new pattern for the mobile imaging industry and pointed the way for future development after transcending each round of ultimate technological challenges.