Honor 400 Series Launches in UAE with AI Power, Competitive Prices, and Market Expansion Plans

Priced competitively and loaded with features, the Honor 400 series is now available for pre-order, with a release to market set for May 29. The base Honor 400 starts at AED 1,399 and comes in Midnight Black, Meteor Silver, and Desert Gold. Buyers will receive pre-order gifts worth AED 897, including the Earbuds S7, a Louvre Abu Dhabi-themed phone case, and a year of accidental damage protection.

The Honor 400 Pro is available for AED 2,499 in Midnight Black, Lunar Grey, and Tidal Blue. Pre-orders include gifts worth AED 1,396, such as an Honor smartwatch, Earbuds Clip, art cover, and a similar protection package. Devices can be pre-ordered from multiple outlets including Sharaf DG, Emax, Lulu, Jumbo, Amazon, Etisalat by e&, Du, Virgin Megastore, and more.

Laurance Li, General Manager for Honor GCC, emphasized the brand's ambition to integrate AI in a way that becomes intuitive and human-centric. “AI is not just a feature—it’s a strategy. It learns your habits, preferences, and delivers solutions before you realize you need them,” he said.

Top Features and Specs

The Honor 400 series brings a range of standout features centered around AI. The Honor 400 Pro supports 50x AI Super Zoom, while the standard 400 offers 30x zoom. The AI Portrait Snap feature captures moving subjects clearly while naturally blurring backgrounds. Other highlights include:

• AI Creative Editor Suite – Features such as Image-to-Video conversion, one-click AI background erasure, and advanced facial recognition editing.

• AI Subtitles – Real-time speech-to-text conversion.

• AI Translation – Supports real-time and face-to-face translation modes.

• AI Magic Portal 2.0 – Part of the new MagicOS 9.0 platform.

• Deepfake Detection – For enhanced content authenticity.

• 6000mAh Battery – With 100W SuperCharge capability on the Pro model.

Honor is also promising six years of Android OS upgrades for the entire 400 lineup—including the already launched 400 Lite—ensuring updates through 2031.

Expanding Regional Footprint

Alongside the product launch, Honor has announced plans to expand its retail presence across the Gulf. Currently operating three stores in the UAE—two in Dubai and one in Abu Dhabi—the company aims to reach seven stores by the end of the year. New outlets are already under construction and contracts have been signed for additional locations.

“We are growing fast in the region. Our market share in the UAE is about 10%, and we are targeting 15% by the end of 2025,” said Li. “We are also working closely with e-sports partners in Saudi Arabia and cultural institutions like the Louvre Abu Dhabi.”

Li confirmed that Honor has recently opened a store in Doha, Qatar, and is preparing to launch one in Oman. He emphasized that future stores would not only serve as retail outlets but also offer customer support and service centers.

Aggressive Pricing and Promotions

Honor is offering zero-interest 24-month installment plans in partnership with Etisalat and Du, aiming to make the phones more accessible. According to Li, these packages are part of a broader campaign to make Honor smartphones more appealing to the UAE’s price-sensitive market, while maintaining top-tier features and aesthetics.

With the Honor 400 series, the company hopes to consolidate its reputation as a provider of affordable yet cutting-edge smartphones. As gold-standard brands compete in the AI space, Honor’s focus on innovation, design, and regional expansion may prove critical in shaping its future in the Gulf.