The company's launch of its P40+ Pro smartphone underlined the fact that that third stage has now been reached; presenter Jun Jie Lieng focused mostly on the features of the device that make it a great for entertainment.
And in that subset, Jun spoke mostly about the cameras present on this latest effort by the Chinese smartphone maker, which is now shipping the most smartphones globally, having yanked that crown from South Korean conglomerate Samsung in the second quarter of 2020.
Jun pointed to the ultra vision Leica Penta camera whch has a leading 1/1.28-inch sensor that supports pixel binning to obtain a pixel size of 2.44μm. Along with the RYYB colour filter array, it enables the camera to allow in sufficient light and detail for clarity, no matter whether it be day or night.
"Combined with Triple OIS+AIS, the HUAWEI P40 Pro+ provides the best image stabilisation ever on a HUAWEI P Series device, for unrivalled zoom performance."
The P40+ Pro was released in the UK in March.
The claims about outstanding camera performance are not new; in the past too, Huawei's smartphones have been acknowledged as coming very close to, and often beating, what has been the other great smartphone camera: that on Google's Pixel phones.
The P40 Pro+ has a 6.58-inch quad-curve "Overflow Display" which bends around the edges of the phone to create an almost bezel-free appearance. It has a 90Hz refresh rate as well as the bog standard 60Hz option which is used by default. The 4200mAh battery should last for at least a day.
Jun hardly mentioned any other features of the 5G model, illustrating exactly how important a good camera is as a selling point for a smartphone these days.
And given that the P40+ Pro retails for $2099 in Australia, there will need to be compelling reasons for people to pick it up, especially at a time when the economy is on a shaky foundation.
Jun pointed out that "the front dual camera features a 32MP camera with auto-focus and an IR depth camera, which work together to produce selfies with natural bokeh effects. The new HUAWEI Golden Snap is also available, including AI Best Moment, an intelligent photography feature that chooses the best frames from a moving picture.
"AI Remove Passerby and AI Remove Reflection remove unwanted subjects and glare from the frame, making quality photographic results easily available.
"The HUAWEI P40 Pro+ 40MP Ultra-Wide Cine Camera makes full use of ISO 51200 light sensitivity to support low-light video capture. Together with the SedecimPixel Fusion Technology, which produces super pixels measuring 4.48μm, the device can achieve bright and clear footage at night.
"The Cine Camera also supports HDR content capture, 7680fps Ultra Slow-Motion recording and real-time Bokeh effects for videos – similar to the results provided by a wide aperture lens. The telephoto camera can capture high quality zoom footage as well as 4K time-lapse videos, plus the new Directional Audio Zoom allows users to zoom in on an audio source and amplify its sound at the same time."
The other feature of the camera which received a lot of attention from Jun was the new app store that Huawei has put in place to replace the Google PlayStore which it cannot use to American restrictions on its use of the proprietary version of Google's Android mobile operating system. This mean proprietary apps like Gmail, YTMusic, Duo, YouTube, Maps, Drive, the PlayStore and Photos are no longer available on Huawei smartphones.
Thus Huawei uses the open-source version of Android and is trying to offer suitable replacement for these popular apps.
The ceramic white P40+ Pro will be on sale from 7 August from at the Huawei Authorised Experience Store, Mobileciti. Those who buy the device will receive a bonus HUAWEI Watch GT 2e (RRP $349).