Huawei P series has been upgraded to Pura. How should we understand this new brand?

Being too familiar can sometimes lead to a sense of strangeness.

The P series of Huawei mobile phones seems to have a trace of this feeling. Because it is too successful, we have somewhat overlooked the meaning behind this simple letter. It is a mobile phone that often sells tens of millions of dollars, and it is also a mobile phone that can take pictures very far away. It can be the P60 rococo white version, each of which is unique in the world.

Fresh unfamiliarity often brings curiosity. Today, Huawei officially announced that the P series brand has been upgraded to HUAWEI Pura, which brings comprehensive upgrades in image, design, and style.

The brand Pura echoes between the familiar and the unfamiliar, sparking many hot searches today. Everyone wants to know where Huawei Pura is inherited and where is the upgrade compared to Huawei P? Even what does Pura mean and how to pronounce it?

Starting from the starting point of domestic mobile phone image overtaking, we will go one step further

When we stand in 2024, when we buy smartphones, we often have this default understanding: the images of domestic mobile phones have surpassed overseas brands.

Under the influence of the overall convergence of the main camera outsole, telephoto, taking into account long focal length and good image quality, as well as image stylization, and computational photography to add luster, domestic mobile phones as a whole show a high film yield and good image quality. It can shoot far, has rich gameplay, and has shifted from the extensive and exciting route of pursuing high brightness, high saturation and sharpness to the stylized image route of elegant texture.

If I had to give a starting point for this stretch of straight-line acceleration and overtaking, then I think it would be this phone: Huawei P9.

Eight years ago in 2016, following the breakthrough of Huawei P8 in night scenes, Huawei P9 started its own mobile imaging legend with two black and white + color cameras.

Dual cameras, Leica co-branding, computational photography simulated blur, professional mode, RAW format and other common methods today were brought together on this 144-gram mobile phone 8 years ago.

Then Huawei P10 took a step forward, taking "portrait photography master" as the first selling point of images, using computational photography and Leica color as the technical and aesthetic base, allowing stylized images and portrait photography to be intertwined. At the same time, the Huawei P10 series in 2017 is also a generation where Huawei has made a leap forward in mobile phone design. Thanks to the metal one-piece molding and diamond carving process design on the metal surface, coupled with color combinations such as grass green and diamond carving blue, Huawei mobile phones have a high level of success in CMF. The research began to bear fruit.

The Huawei P20 series marks Huawei's official start to tackle the pain points of imaging. The first thing to conquer was night scenes. Since then, Huawei's mobile phones have been established as night photography artifacts.

The following year's P30 Pro changed from dual cameras to four cameras. The newly added 5X telephoto lens ended the history of only relying on digital magnification and zoom to take pictures of distant places, allowing mobile phone photography to capture the moon and stars.

Evolved again, the P40 Pro+ with five cameras was a peak in mobile photography at that time. It relied on dual telephoto and large aperture ultra-wide angle to achieve a full-focal-range, full-scene photography experience. The 10X periscope telephoto was paired with computational photography algorithm optimization. It can achieve a digital zoom of up to 100X. Since then, Huawei mobile phones have been nicknamed "telescopes" in addition to the "night vision device" nickname.

It was also at this time that the practice of improving imaging capabilities by purely physical means of adding cameras and increasing the area of ​​image sensors gradually reached a point where marginal returns were reduced. Correspondingly, mobile phones became heavier and heavier, and imaging modules became more and more complex. Big and getting thicker.

The P50 series is Huawei's work after rethinking imaging. This year, Huawei established its own imaging brand XMAGE. It also systematically thought about the underlying logic of mobile photography, and finally came up with "light (optical design), machine (mechanical The conclusion of the four dimensions: structure), electricity (photoelectric conversion), and calculation (image algorithm).

With the latest generation of the P60 series, the XMAGE imaging brand composed of "optics, mechanics, electricity, and computing" has become more mature, and its thinking about image configuration has become more rational: it can solve problems elegantly and never pile materials roughly.

▲ Huawei P60 series telephoto macro sample

For example, the native focal length of the telephoto lens is 3.5X, which seems to be different from the previous 5X or even 10X magnification lenses, but in fact it relies on a larger image sensor area, an ultra-long travel focus slider, and an upgraded image algorithm. , superimposing XY-axis anti-shake and roll-axis anti-shake, this 3.5X telephoto lens adds telephoto macro capabilities, greatly increases the film yield, and makes the image quality purer and better than ever. Digital zoom capability.

After reviewing the imaging development history of Huawei P series, we will naturally have expectations for the imaging performance of Huawei Pura series.

It needs to be emphasized that the Pura series brand is an upgrade of the P series brand, not a reconstruction, so the transfer of imaging capabilities from the P series to the Pura series must be both inherited and improved.

Focusing on the basic architecture of "optical, mechanical, electrical, and computational", we might as well guess that the upgrade direction of the Pura series will also be a comprehensive improvement in these four dimensions: such as a larger image sensor area and a more sophisticated variable aperture structure. , as well as AI video gameplay based on the contemporary AI explosion, etc.

Of course, starting from the simplest perceptual vision, compared with the "koala" image module of the previous generation P60 series, the triangular image module of this generation Pura series is more visually impactful, as if it is also conveyed to the user through design. A silent message of "This image is very strong, use it to take pictures."

This may also be the case. It has been rumored that the Huawei Pura series will be equipped with OmniVision OV50H and Sony IMX989 image sensors. The quality of these two image sensors are among the best in the industry, especially the latter which is almost the best mobile imaging main camera. Best answer.

In the TVC video of Huawei Pura's brand upgrade, Yu Chengdong, Huawei's Managing Director, CEO of Terminal BG, and Chairman of Smart Car Solutions BU, also said, "We will continue to invest in mobile imaging innovation and continue to challenge the limits of mobile imaging." This clearly means that Huawei Pura The series will continue to write "the development history of Huawei's P series, which is the history of the development of mobile imaging." The image performance of the Pura series will be even higher.

Technological aesthetic design has become more pioneering since then

In my impression, the design of Huawei P series has had a big impact on me three times.

At the 2017 Mobile World Congress (MWC), Huawei officially released the Huawei P10 series. When I touched the new phone at the Huawei exhibition area, I suddenly felt that "domestic mobile phone design has finally entered the world's first-class level."

▲Huawei P10 grass green

The reasons have been briefly described above. Huawei seems to have mastered CMF and design language. It has reached a comfortable level in terms of craftsmanship, materials, colors and feel. At the time, it was no less than world-class products such as Apple and Samsung. Mobile phone brands.

▲Huawei P40 Pro+ four-track overflowing screen

The second time the design of the Huawei P series impacted me was the Huawei P40 Pro+. The four-curved overflow screen design on the front and the nano-microcrystalline ceramic back cover on the back complement each other. Its difficult craftsmanship, high cost, and beautiful shape fit perfectly with this model. Match the imaging capabilities of your phone.

▲ The back of Huawei P40 Pro+ uses complex and expensive 3D nano-microcrystalline ceramics

One of the details that impresses me most about Huawei P40 Pro+ happens to be the intersection of design and imaging: the nanocrystalline ceramic back cover is not flat with an abrupt transition at the intersection with the imaging module, but has a slightly smooth ring. The detail from the mounting bump to the sharp section of the module is small, but it is this detail that represents the high-end attributes and craftsmanship of this phone.

▲Huawei P60 Art

The P60 Art released by Huawei last year severely challenged my aesthetic taste. After my aesthetic preferences were trained by Square and Circle, when I first saw this phone, I really felt like I couldn’t understand it and couldn’t fall in love with it.

▲ Aurora color of Huawei P20 series

However, Huawei’s P series has never been a follow-the-rules product. Whether it is the bold and fresh grass green color on the P10, or the classic “Aurora color” with gradient colors on the P20, and the P30 uses vacuum optical coating, which is like the “sunset glow” in the sky. "Red Tea Orange", as well as the "Mirror of the Sky" color scheme that makes the gradient colors more dazzling and refined, all mean that the main color of the P series must not be content with mediocrity, but should be pleasing to the eye.

▲ Huawei P40 Frost Silver

Even the stable color matching in the P series can often withstand careful consideration and speculation. Needless to say, the black and white colors of Huawei P40 Pro+, the craftsmanship and concept of the frost silver of P40 are also very clever: through frosted glass and nano texture The superposition of diaphragms reflects the caustic texture of the depth of field, and combined with the technological silver-gray color, it also presents a deep metallic space.

The Danxia Orange of P50 and the Rococo White of P60 are Huawei's new thinking on design materials, technology and color matching. At this time, Huawei is already able to skillfully play with materials such as plain leather, microcrystalline glass, and natural mineral powder, and provide Unique design and texture on the market.

At this point, I also understood the design of P60 Art: through the combination of lines, materials and crafts, such specific images of islands, ripples and beaches, and even the manipulation of light, turning straight into curves, refracting into waves, that is, it has an entity. The shapes and lines also have an imaginative fit, and there is even a little magic between reality and reality, as well as more reverie about the "island".

Huawei P60 Art is not a design that you can understand at first glance, but a design that you like more and more as time goes by.

Therefore, after Huawei P60 Art told us that square and round shapes are not the rule, under the influence of various revelations and hints from Huawei, as well as the outline of the back design of the real machine obtained by Ai Faner, we can also change our thinking about the design of Pura. : Its design style will definitely not cater, it will only lead.

As Yu Chengdong said, the development history of Huawei's P series is also the development of mobile phone technology aesthetics. On top of this, the design mission of Huawei's Pura series should be to "explore unseen beauty with bold imagination."

If the key word in the design of the Huawei P series was "fashion" before, then the upgraded Huawei Pura series can be expanded to "avant-garde fashion".

When "Chase your heart and move forward with determination" appears below HUAWEI Pura, so many words need to be summarized and represented by a shape, that is: triangle.

Different from squares and circles, and different from irregular curves, triangles have a sense of sharpness and breakthrough, which coincides with Pura’s upgrade and breakthrough to P, and also leaves more possibilities for this series: Design of Huawei Pura series , can be more pioneering, more advanced, and bolder.

However, there are also some more curious product speculations. How will the designs of Pura 70, Pura 70 Pro and Pura 70 Art be unified and diverse? How will the triangular image module coexist harmoniously with the square body?

HUAWEI Pura: Looking for the "optimal solution" and also exploring the "latest solution"

If we look at the market structure alone, the smartphone market should have been in turmoil in 2016, with everyone squeezing out toothpaste. This year, smartphone shipments peaked, the market structure was initially determined, and the user replacement cycle also changed. Start to grow.

But around 2016, it happens to be another key year when Huawei’s mobile phones are catching up and aiming to be the world’s number one. So what about the initial pattern? The pattern can still be decided.

By 2024, we will see another scene. Domestic smartphones have gained some product power and market share globally. Due to the current situation of competition, everyone has begun to look for the "optimal solution" in design and products. Therefore, sometimes, it is precisely because of the pursuit of the "optimal solution" that products become more and more similar.

In my opinion, upgrading from P to Pura means that Huawei is not only looking for the "optimal solution", but also exploring the "latest solution".

Going to offline mobile phone stores, we may find that the plain leather material and centered circular image module brought by the Huawei Mate series have become the "optimal solution" in design, because of the public's perception of high-end design That's it.

Huawei's Pura and Mate series will still be the two wings of Huawei's dual-flagship strategy, and the two will naturally be differentiated. When Huawei Pura (meaning pure in Spanish, synonymous with Pure in English) shouts the slogan "from purity, born unique", we should also know the courage it represents: never be the same, vow to be Be different.

It can be said that the optimal solution exists in experience and the past, while the latest solution is an unknown path, accompanied by more risks.

But knowing that the two main lines of moving images and technological aesthetics of the past P series will continue to be passed down to the Pura series and go further, as well as Pura’s pure starting point for product exploration and pursuit of unique product directions, we can further condense some information about Pura 70. The product logic of the series and even the future Pura series:

Original design, fashionable colors, advanced technology and matching cutting-edge avant-garde artistic concepts.

It emphasizes the natural tone of light and dark, full of details, and the colors are both realistic and tense. It also allows users to quickly capture frozen moments in time, and can also calmly explore the space under the lens from macro to telephoto.

▲ Kunlun glass makes Huawei P60 series not only resistant to drops, but also supports IP68 dust and water resistance

In the past few years, we can see Huawei's process of searching for the "latest solutions" many times. For example, adding satellite communication functions to mobile phones has greatly expanded the use boundaries of mobile phones; Kunlun glass has made mobile phones stronger and more durable, and also expanded the range of mobile phones. Usage scenarios…

Looking wider, we can also see more Huawei's actions to find the "latest solution", whether it is HarmonyOS and the ecological vision behind it, or the all-round coverage of people, vehicles, offices, and homes, everything is done bit by bit. Exploring outside.

From this point of view, the "pure" origin that Pura calls itself has an outward exploratory nature. This exploratory nature is based on technology and innovation. However, Huawei's mission for it is to focus on aesthetic design and image presentation. And the intertwined product charm and brand connotation highlight key words such as "intelligent, pioneering, unique, elegant" and so on.

There may be some speculations that can be used as circumstantial evidence to support the emergence of Pura. For example, Huawei's Mate and Nova series both have a four-letter, two-vowel structure, so the upgrade of the P series to Pura will also form a more regular product matrix.
More importantly, P is a universal letter, and HUAWEI Pura is a brand, a brand exclusive to this series. From P to Pura, it is an upgrade in itself, and it also finds its own "name".
In the concept of marketing, brands are not created, but discovered. This is why Pura appeared so naturally. It is not simply adding three letters after P, but a brand purified from the P series products of past generations. It is a domestic mobile phone that starts from a low place. Overcoming thorns and obstacles, it pushed open the door of high-end development with a single letter, and then sprouted wings in the vast world behind the door, becoming the HUAWEI Pura brand and flying to higher places where there is no one.
HUAWEI Pura means that this series has found "self", gained "freedom" in belief, and also breeds the most latest possibilities.

In the plastic greenhouse of fate, every cabbage that has been sprayed with too many pesticides once had a dream of becoming a pollution-free organic vegetable.

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