Huawei has announced the launch of its new Osta sub-brand, aimed at younger consumers, with the introduction of two smartphones - the Osta O1 Pro and the standard O1. The launch event is scheduled for November 20, 2026, at 2:30 pm Beijing time. Richard Yu, chair of Huawei's consumer business, disclosed the launch date on Weibo on November 11, alongside a poster linking the event to Huawei's Stelato V8 electric minivan.
The Osta brand, whose Chinese name Xingmang means "starlight", is positioned as a separate line aimed at younger buyers. The brand's official Weibo account was activated on November 11, and a teaser video was released the following morning under the slogan "Come As You Are". Huawei executives Yu and consumer chief executive He Gang highlighted the brand's focus on new AI capabilities that better understand users.
The Osta O1 Pro features a 6.39-inch 1.5K OLED display with a 16:9.5 aspect ratio and ultra-thin 1.05 mm bezels, offering a wider viewing area compared with typical 20:9 phones. Speculated specifications include a 50 MP main camera without a periscope lens, LTPS display transistors, up to 16 GB RAM and 1 TB storage, and a Kirin 9000-series processor running HarmonyOS 7.
The standard Osta O1 is expected to have a curved screen on all edges, a 50 MP rear camera, a 7,000 mAh battery with 100 W charging, and will also run HarmonyOS 7 on a Kirin chip. Huawei plans to sell the Osta phones both online and in its physical Chinese stores, with early stock of the O1 Pro limited to online channels for the 16 GB RAM variant.
Huawei has not disclosed pricing or whether Osta devices will be sold outside China. Kenyan consumers would need to consider HarmonyOS compatibility, as the OS cannot run standard Android apps without redevelopment. The Osta brand is expected to compete with other smartphone brands in the market.
The launch of the Osta sub-brand and its smartphones is a significant move by Huawei to expand its presence in the market. The company's focus on AI capabilities and HarmonyOS 7 is expected to appeal to younger consumers. The Osta O1 Pro and O1 smartphones are expected to be popular among consumers looking for high-end devices with advanced features.
The Osta sub-brand is Huawei's latest effort to tap into the growing demand for smartphones with advanced features and AI capabilities. The company's strategy to target younger consumers with its new brand and devices is expected to pay off in the competitive smartphone market. Key features of the Osta O1 Pro and O1 smartphones include advanced AI capabilities, high-end displays, and long battery life.
Key points
- Huawei to launch Osta sub-brand with O1 Pro and O1 smartphones on November 20.
- Osta brand targets younger consumers with AI capabilities and HarmonyOS 7.
- Osta O1 Pro features a 6.39-inch 1.5K OLED display and up to 16 GB RAM.
