The foldable device market is approaching a boiling point, and while eyes are turned to Korea and the United States, it seems that Huawei is the one that will set the design tone for the coming year. The company officially unveiled the design of the Pura X Max, a new foldable device that will launch in China next week, presenting a wide and “boxy” aspect ratio – A format that until now has mainly appeared in rumors about future devices from major competitors.
The Pura X Max is not just a design exercise, but a statement of intent. The device, which will be fully unveiled on April 20 alongside the colorful Pura 90 series, presents a passport-like structure very reminiscent of the early dummy units that leaked online regarding Apple’s rumored iPhone Fold. Huawei chose to maintain a design line that combines different textures on the back of the device, with a segmented checkered division familiar from the original Pura X, and a triple rear camera array. The device will be offered in four colors: Blue, White, Orange and Black.
Unlike previous generations, it seems that the X Max is trying to bridge the gap between the compact “flip” format and the larger “book” format. While the previous Pura X was marketed as a small foldable phone that required a physical rotation into portrait mode upon opening, the new X Max appears to be a more sophisticated hybrid. It is largely reminiscent of Google’s first Pixel Fold or Oppo’s Find N, as the first images published by Huawei show users holding the device open both in vertical and horizontal modes naturally.
Huawei’s timing is no coincidence. Just last week, an initial dummy unit of the foldable iPhone was revealed, presenting a similar wide structure, and at the same time rumors spread that Samsung is working on a wider version of its Galaxy Z Fold devices. However, devices from Apple and Samsung are not expected to reach shelves before the second half of the year.