HONOR Showcases Leadership In AI At LEAP 2025

HONOR, a leading global provider of smart devices, unveiled a host of innovations and partnerships as part of its showcase at the 2025 edition of LEAP – billed as “the world’s most attended tech event” – in Saudi Arabia in February.  

Chief among its announcements at LEAP 2025 was its newest collaboration with German lifestyle brand Porsche Design, the PORSCHE DESIGN HONOR Magic7 RSR smartphone, which combines cutting-edge artificial intelligence (AI) technology with the brand ideals of the iconic sports car. 

The event also saw HONOR unveil its growth plans for the Kingdom, which are indicative of its commitment to enhance the local customer experience in Saudi Arabia, by bringing the most advanced technologies and premium services the brand can offer to the market. 

In an interview with Inc. Arabia, Penny Diao, CMO for the Middle East and Africa at HONOR, highlighted the importance of LEAP – as well as the KSA market at large – for her brand.  

“As a tech brand, we're so happy to join one of the biggest tech events in this region in 2025,” Diao said. “We are excited to introduce our AI technologies and innovations to the attendees here… Saudi Arabia is one of the top strategical countries for HONOR – its demands for innovation and its young population make it an ideal market for HONOR.” 

HONOR Showcases Leadership In AI With The Porsche Design HONOR Magic7 RSR

Next-gen AI meets sophisticated design in the all-new PORSCHE DESIGN HONOR Magic7 RSR. As Diao pointed out, the premium smartphone is a perfect showcase of the ideals that drive the two brands that give it its name – i.e. HONOR and Porsche Design.  

“Both brands have a bold spirit that aim to create a new intelligent experience for the consumer,” Diao said. “This collaboration honors Porsche Design’s spirit and principles, positioning this product as symbol of high performance and luxury design.” 

From a visual perspective, the PORSCHE DESIGN HONOR Magic7 RSR comes with a hexagonal camera module that resembles the sleek headlights of a high-performance sports car, which is then complemented by a clean peak line that only serves to enhance both the sleek silhouette and user grip. 

As for the tech powering it, the PORSCHE DESIGN HONOR Magic7 RSR comes with the all-new MagicOS 9.0, which is said to be “the industry’s first all-scenario personalized AI operating system.” One of its standout features is the Magic Portal function, which allows users to effortlessly access necessary information and services, thereby simplifying smartphone operation. Meanwhile, business users can be expected to be impressed by the device’s AI-empowered Real-time Transcript, AI Summary, AI Minutes and AI Format features. In addition, the device comes pre-installed with the Google AI assistant, Gemini, and it also features AI Deepfake Detection, which protects users from potential deepfake scams.  

Talking to Inc. Arabia about the device’s AI features, Diao noted that the PORSCHE DESIGN HONOR Magic7 RSR speaks to her brand’s ethos when it comes to making use of this innovative tech. “Actually, HONOR is the first company that launched the four-layered AI approach in this industry, which prioritizes the understanding of consumer's preferences,” she said. “HONOR’s AI is a thoughtful application of intelligence that solves the problems that matter. HONOR’s AI wants to make everyday life easier, smoother, and faster.” 

Meanwhile, photography enthusiasts seeking professional-like shooting experiences will find that the PORSCHE DESIGN HONOR Magic7 RSR – armed with 24GB of RAM and 1TB of internal storage – certainly delivers in that department. Boasting a triple rear camera setup, including a 50MP Super Dynamic Falcon Main Camera, a 200MP Ultra-sensitive Telephoto Camera, and a 50MP Wide Camera, this device also comes with an advanced 1/1.4" telephoto sensor as well as the industry's largest f/1.88 telephoto aperture. The PORSCHE DESIGN HONOR Magic7 RSR also elevates photography capabilities with its AI HONOR IMAGE ENGINE, which integrates the power of Light and Shadow Portrait Large Model, Capture Enhancement Large Model, and the Telephoto Enhancement Large Model, to offer users access to features like the All-Scenario Harcourt Portrait, AI Enhanced Portrait, AI Super Zoom, Stage Mode, AI Motion Sensing Capture, and HD Super Burst.  

HONOR Keeps The Consumer At The Heart Of Its Saudi Arabia Strategy

HONOR’s collaboration with Porsche Design is also reflective of the brand’s forward-thinking approach when it comes to furthering innovation in the industry it operates in. 

“We believe that open collaboration is very important, especially in the AI era,” Diao told Inc. Arabia. “We are glad to cooperate with [entities like] Qualcomm, Google and Microsoft to supply a next-generation experience for all consumers.” 

Another example of HONOR’s approach in this regard can be seen its new partnership with Saudi Arabia’s King Saud University, which was announced at LEAP 2025. The two entities have come together to launch the HONOR AI Club, which aims to further the AI-centric goals of Saudi Arabia’s Vision 2030. With the aim to build the next generation of tech talent in Saudi Arabia, the HONOR AI Club aims to provide students with the skills and opportunities they need to shape the future of AI in the Kingdom and beyond.  

As part of the collaboration, HONOR will co-develop AI-driven solutions tailored to meet the unique needs of the Saudi market. A primary focus will be advancing AI applications for Arabic language processing; in addition, students will collaborate on creating machine learning tools that will power smart systems. These joint initiatives thus aim to bridge the gap between academic knowledge and real-world application. 

At LEAP 2025, HONOR also revealed its plan to build on its presence in Saudi Arabia, which includes the launch of its first Experience Store in the Kingdom, which will be in the Solitaire Mall in Riyadh. 

The flagship store is expected to combine cutting-edge technology with a premium retail experience, with it set to feature a dedicated Product Experience Zone that will allow visitors to get a hands-on experience with HONOR’s latest innovations in smartphones, smartwatches, tablets, and other smart devices, as well as personalized customer services.  

Besides Riyadh, HONOR also revealed that it aims to open new Experience Stores across major cities in Saudi Arabia, including Jeddah, Dammam, and Abha, with others to soon follow.

Pictured on lead image: Penny Diao, CMO of HONOR Middle East and Africa, (center) at the announcement of HONOR's partnership with King Saud University at LEAP 2025. All images courtesy HONOR.