Here are top features of the new Honor 400: Pre-order, UAE release dates and prices revealed

Dubai: Chinese consumer electronics giant Honor officially unveiled its mid-range smartphone Honor400 (and 400 Pro) to tech enthusiasts in the UAE and the broader Middle East and Africa (MENA) region on Wednesday.

Ahead of the release, Honor promised top-of-the-line AI features and six years of Android OS upgrades for its 400 series. This means both Honor 400 and Honor 400 Pro, as well as the already-available Honor 400 Lite, will receive Android OS updates through 2031.

Honor has delivered on that promise and added several impressive features to boot.

Starting at Dh1,399, the Honor 400, which was made available for pre-order on May 21, is packed with AI features that “have been perfected” for a “human-centric use,” according to Laurance Li, general manager of GCC for Honor.

“AI is almost like a search engine today. But part of Honor’s global AI strategy is to use AI in a manner where it knows you better than you know yourself,” said Li. That’s Honor's ambition for AI integration into its smart devices.

The Honor 400 is available for pre-order in Midnight Black, Meteor Silver and Desert Gold at a price starting from Dh1399. Upon pre-order, users will get free gifts worth Dh897 including Earbuds S7, Louvre Abu Dhabi Phone Case and a 12-month accidental damage protection and Honor Care GCC joint warranty.

The Honor 400 Pro is available for pre-order in three colorways Midnight Black, Lunar Grey and Tidal Blue at a price of Dh2499. Upon pre-order, users will get free gifts worth Dh1396, including an Earbuds Clip, an Honor Choice Watch, an Honor art phone cover, and 12-month accidental damage protection.

Users can pre-order from the Honor online store, Honor experience store, Sharaf DG, Store, Sharaf DG, Emax, Jumbo, Lulu, Carrefour, Eros, Etisalat by e&, Du, Virgin Megastore, Amazon, noon, KM Trading, Ecity and other retail stores. The official release to-market date is May 29, said Li.

The device boasts a powerful AI camera and smart AI creative editor, complemented by strong performance and improved durability. Here are top features:

Honor plans to invest $10 billion over five years in AI development, aiming to expand beyond smartphones into AI-powered devices like PCs, tablets, and wearables.

Li confirmed that the investment would be used towards research and development and hardware updates when required.

“Our market share in the UAE is around 10 per cent now. But this year, our target is 15 per cent by the end of the year. We are getting excellent feedback from partners,” he said.

Li also said that Honor is working on many projects, such as cooperating with the Louvre Abu Dhabi and with e-sports games in Saudi Arabia.

So far, Honor has three stores in the UAE: two in Dubai and one in Abu Dhabi. “Another one is under construction in a new mall and will hopefully open in August. We have already signed a contract for another mall. I hope we will have seven stores in the UAE by the end of this year. Maybe more because we are getting excellent feedback from our partners,” Li added.

“We also opened one store in Doha, Qatar, just two weeks ago. We will have one store in Oman very soon. We are trying to speed up our presence. I hope in the future, our stores are not only for sales but also for service, so people can get any help they need from the store,” he added.

Li said the company is also planning many promotions. “We offer 24-month instalments with zero interest, which we know will greatly help. We are working with carriers like Du and Etisalat and retail partners to reduce monthly payments and make the phone packages more attractive,” explained Li.