On April 18th, the Huawei Pura 70 series officially launched its "Pioneer Program". The Huawei Pura 70 Ultra and Pura 70 Pro, two instant pioneers, are now on sale, while the Huawei Pura 70 and Pura 70 Pro+ have entered pioneer pre-sales. As the flagship of Huawei's new generation of pioneer image aesthetics, the Pura 70 series has stormed into the market, sparking widespread discussions across the internet.
(Image source: Huawei)
The Huawei Pura 70 Ultra, part of the Pura 70 series, introduces a "super-size cup" model featuring a groundbreaking 1-inch large bottom main camera. Paired with a telephoto lens supporting a 35x macro mode, it delivers stunning imagery, leaving consumers amazed. In terms of design, the unique triangular "wind vane" camera module and the suede-like "star pattern" texture combine fashion and a skin-friendly feel, making it visually appealing.
12 years ago, Huawei pioneered the fusion of technology and aesthetics with the Ascend P1, boasting a slim body of just 7.69mm, ushering in a new era of smartphone design and aesthetics. In 2016, Huawei launched the world's first dual-camera phone equipped with a Leica monochrome + color configuration, redefining the pinnacle of mobile imaging.
(Source: Huawei)
The Huawei Pura series inherits the product genes of the P series' intelligent imaging and technological aesthetics. Through brand rejuvenation, it transcends from being technology-led to brand-led, embarking on a fresh journey with a new attitude, seamlessly integrating peak imaging, aesthetic design, and original style. As the first generation product of the Pura series, the Huawei Pura 70 series not only summarizes Huawei's past in fashion design and intelligent imaging but also marks a new beginning with imagination inspiring creativity.
The Pura 70 series: the art of mobile imaging light and shadow.
Compared to professional cameras, the biggest advantage of mobile photography is undoubtedly its portability. With a body weighing less than 300g, users can easily capture the most exciting moments of the present. However, ensuring sufficient light intake under a lightweight body for night photography or covering a wide enough focal length to allow creators to produce stunning photos in different scenarios is a challenge that mobile manufacturers need to address.
The Huawei Pura 70 Ultra opts for a traditional triple-camera setup, comprising a 50-megapixel main camera, a 40-megapixel ultra-wide-angle lens, and a 50-megapixel telephoto lens. Notably, the telephoto lens boasts a 35x super-macro feature, enabling focus as close as 5 centimeters for exploring micro wonders.
The major upgrade in the Pura 70 Ultra lies in its main camera. With a larger 1-inch sensor and an aperture of F1.6, coupled with sensor-shift stabilization, Huawei enhances low-light performance and stability. To maintain a slim profile of just 8.4mm, Huawei engineers devised a rotating telescopic lens structure. This innovative design, utilizing a rotating rail transmission system, extends the lens automatically when shooting, creating more space inside the lens for increased light intake.
Powering the rotating rail transmission system is a compact, high-speed motor. Huawei's camera R&D team meticulously fine-tuned the motor's frequency to mitigate the high-pitched whine typically associated with rapid motor rotation and friction against components. Instead, they've crafted a rhythmic, textured sound reminiscent of professional camera lenses extending, elevating the user experience.
The Pura 70 Ultra features a brand-new super telephoto macro lens with the industry's largest F2.1 aperture, supporting a 200X zoom range and offering a macro magnification of 35X. The periscopic telephoto lens, which first made its mark in the mobile domain with the Huawei P30 Pro, has since been recognized as the premier long-range solution. Thanks to a larger sensor area and lens group structure, its imaging quality is exceptionally high. On the Pura 70 Ultra, Huawei has equipped it with an F2.1 ultra-large aperture to ensure excellent image quality in low-light conditions and depth-of-field effects in macro mode.
Photography is the art of light and shadow, a fact confirmed by countless masterpieces in the history of professional imaging. In the evolution of mobile imaging, we can see Huawei's unique perspective on light and shadow, such as the black and white + color lens of the Huawei P9 and the intelligent variable aperture of the Huawei P60. With the Pura 70 Ultra, Huawei introduces a larger sensor size, a larger aperture, and a 200X zoom range throughout the focal length, indicating that after 12 years of exploration in mobile imaging, Huawei has found the most promising path for development.
Beyond hardware, prioritizing the user experience is key.
The Huawei Pura 70 Ultra introduces an industry-first rotating telescopic lens structure and currently the largest aperture periscope telephoto lens, while also delivering ultra-clear imaging across the entire 200X zoom range. These hardware advancements also drive Huawei's growth in photography experience.
Firstly, Huawei debuts the XD Motion engine on the Pura 70 Ultra, capable of capturing moments at speeds of up to 300 km/h, such as speeding race cars, thundering trains, or athletes on the green field. The concept of capturing the decisive moment, commonly found in both lifestyle and professional photography, was introduced by French photographer Henri Cartier-Bresson in his work "The Decisive Moment." It refers to capturing a moving and compelling moment within a fraction of a second, evolving into the photography technique known as "snapshot."
The exceptional high-speed capturing capability of the Pura 70 Ultra stems from two key factors. Firstly, its brand-new 1-inch sensor and F1.6 large aperture allow for ample light intake, resulting in faster shutter speeds and more direct, clear image capture. Secondly, the XD Motion motion engine provides software algorithm support, optimizing image quality.
Furthermore, the newly upgraded XD FusionPro high-definition engine delivers even higher image quality. XD FusionPro technology has previously been utilized in the Huawei P50 series, utilizing photo synthesis from different lenses, focal lengths, and exposures to achieve photos with ultra-high dynamic range and fine image quality. In this generation of XD FusionPro, Huawei offers 25 million pixels for high-definition imaging, providing clear and rich picture details.
Finally, and most importantly: the tone. Over the past few years, Huawei has assembled a team of experts from 7 Huawei research institutes around the world, including China, Finland, and Japan. They've utilized over 3.3 million submissions from users of the Huawei New Image Competition as samples, and collaborated with professional institutions like the Color Research Institute at Tsinghua University to establish Huawei's exclusive image style through continuous accumulation and refinement. With the Pura 70 Ultra, Huawei further emphasizes "authenticity," which forms the foundation of all effects in the image style.
Additionally, the Pura 70 Ultra still offers three different image styles: "Vivid," "Bright," and "Black and White." These different styles can help users create the best photos in various scenarios. For example, "Vivid" is more suitable for scenes with distinct color features like sunsets and autumn leaves, while "Bright" presents more vibrant colors when capturing people or food. Black and white, when combined with portrait photography, brings out a unique texture of light and shadow.
As mobile imaging has evolved, telling a good story with good photos has become an industry consensus. Compared to simply stacking hardware performance, the key to mobile imaging lies in how to achieve the best photographic solution through the coordination of hardware and software algorithms. With robust hardware support, the Pura 70 Ultra, equipped with the XD Motion engine, XD FusionPro high-quality engine, and Huawei's exclusive image style, creates a simple, easy-to-use, and comprehensive mobile imaging solution, allowing every ordinary user to easily create masterpieces.
From "P" to "Pura," from technology-led to brand-led
On April 18, 2012, Huawei released its first P series model, the Ascend P1. On the 12th anniversary of the birth of this series, the P series has been reborn as the "Pura" series. The word "Pura" comes from Spanish, meaning pure and beautiful. This not only reflects Huawei's pursuit of product design and technological aesthetics but also resonates with its collaborative product philosophy of leading technology, fashion, and artistic aesthetics. The evolution from "P" to "Pura" further reinforces Huawei's determination to lead the industry in imaging and fashion.
(Source: Huawei)
Over the past 12 years, each generation of the P series models has been a perfect blend of technological aesthetics and intelligent photography, while also leading the industry's development. In terms of imaging, the application of technologies such as the black and white + color dual-camera solution, handheld super night scene mode, and 10x periscope telephoto lens keeps the Huawei P series consistently at the forefront of mobile imaging. In design, the aurora color of the P20 series, the rococo white of the P60 series, and other trendy schemes have led waves of mobile design language.
Pura inherits the product genes of the P series' intelligent imaging and technological aesthetics. It revolves around four directions: pure essence, pioneering attitude, unique aesthetics, and elegant taste. These elements are fully presented in the first-generation Pura 70 series models.
The Pura 70 Ultra boasts a design crafted from skin-friendly and textured vegan leather, capturing the starlight reflection on the Seine River and refracting dazzling star patterns into what they call "Starlight Patterns." Enhanced with high-end embroidery and embossing techniques, the back of the device features these patterns created by a series of extremely fine and densely arranged lines. The XMEGA logo is positioned at the camera's Deco, complemented by a lens with a red ring accent, adding a touch of ceremony to every camera startup.
Pura's avant-garde attitude and unique aesthetics are evident in the design of the Pura 70 Ultra's lens module, breaking away from the mainstream "either square or circular" design logic by creatively adopting the "triangle" as the core concept for the lens module. In terms of color application, Pura stands out with choices such as the romantic and elegant Chanson Green, the warm tones of Mocha Brown capturing the hidden warmth of the modern city, and the deep and mysterious Starlight Black alongside the pure and pristine Starlight White.
(Image Source: Huawei)
With the release of the Pura 70 series, we can see Huawei's unwavering determination to continuously push the boundaries of aesthetics and technology. Through the Huawei Pura 70 Ultra, we witness their endless exploration of imaging and design, meeting consumers with a more stylish appearance and powerful imaging capabilities.
As the first flagship model of the Pura series, the Huawei Pura 70 Ultra demonstrates tremendous appeal in the market. We believe that Huawei's continuous exploration of the co-creation of technology and fashion, as well as artistic aesthetics, will continue to bring more surprises to the market in the future. As the slogan of Pura goes, "Purely persistent, always advancing, together with consumers, sparking creativity through imagination, and illuminating the world with endless possibilities."
