MWC Barcelona 2025 has kicked off and Counterpoint Research analysts are already on the ground, tracking major announcements and assessing their broader implications for the tech industry. Here are the key highlights from Day 1 of the event:

HONOR's $10-billion Bet on AI

HONOR outlined a long-term investment plan at the event, committing $10 billion over the next five years to develop AI and integrate the technology into its device ecosystem. The company aims to build a collaborative AI framework that enhances user experience and fosters industry partnerships. This move aligns with the broader industry trend where AI is becoming a core differentiator in consumer devices.

Our Takeaway:

The app ecosystem in China differs quite significantly from the rest of the world. Considering HONOR’s global ambitions, the way forward would be to form close partnerships with key players like Google and Qualcomm – which are driving the smartphone AI ecosystem – and create substantial use cases. Only though openness and collaboration can the vision of agentic AI become a reality across geographies. Such partnerships will also help HONOR establish itself as an open and global brand.

Source: HONOR

Xiaomi 15 Ultra: A Camera-first Flagship

Xiaomi announced the global availability of the Xiaomi 15 Ultra, which had earlier been launched only in China. The smartphone runs on Qualcomm’s Snapdragon 8 Elite chipset and offers up to 16GB of RAM, an LTPO AMOLED display, and 90W fast charging.

The standout feature is its quad-camera system, developed in collaboration with the iconic high-end camera maker Leica. The setup includes a 50MP primary sensor, a 50MP ultrawide camera, a 50MP telephoto lens with 3x optical zoom, and a 200MP periscope telephoto camera with 4.3x optical zoom. Optical image stabilization (OIS) and AI-driven enhancements position the device as a strong competitor in the premium smartphone segment.

Our Takeaway:

The Xiaomi 15 series has performed better than the 14 series, helping Xiaomi become the #3 OEM in the Chinese premium market in Q4 2024. Xiaomi’s entry into the auto segment has boosted its brand image to a premium one, and this will continue in global markets as well. However, with the Xiaomi 15 priced at €999 (~$1,047) and the Xiaomi 15 Ultra at €1,499 (~$1,600), the brand is directly competing with global premium market heavyweights – Apple and Samsung. Furthermore, other Chinese OEMs like OPPO and HONOR are also vying for a share of the pie, making the premium market highly competitive and a tough nut to crack. For Xiaomi, Western Europe is one of the best bets after China as the consumers here have a high propensity to pay.

Source: Xiaomi

Samsung Brings AI to its Mid-range Galaxy A Series

Samsung is expanding AI capabilities beyond its flagship models. The new Galaxy A56 5G, A36 5G, and A26 5G will include AI-powered photo editing, writing assistance, and Google’s Circle to Search, bringing advanced software features to a wider audience.

Our Takeaway:

With the latest A series devices, Samsung continues on its strategic path to bring Galaxy AI features to as many of its latest devices as possible, across price segments. The phones range in price from $300 (A26) to $500 for the A56. So far, Samsung has enjoyed the early mover advantage in GenAI but the real test will be how successfully it can hook consumers on to the use cases at scale going forward, before the brand can think about monetization.

Source: Samsung

TCL Introduces NXTPAPER 4.0 for Eye-friendly Screens

TCL showcased its latest NXTPAPER technology in the 60 XE Nxtpaper smartphone and the Nxtpaper 11 Plus tablet. The screens offer a paper-like experience that help reduce eye strain and also a monochrome mode for extended reading. These features cater to users looking for an alternative to traditional LCD and OLED displays.

Our Takeaway:

TCL has expanded its 60 series with the introduction of the TCL 60 SE NXTPAPER 5G, 60 NXTPAPER, 60R 5G, TCL 60 5G, TCL 60 SE, and TCL 605 at MWC Barcelona. These devices now sit alongside the TCL 60 XE NXTPAPER 5G, which was introduced at CES 2025 in Jaunary. TCL is targeting different markets with specific features. Some devices like the TCL 60R 5G and TCL 60 5G feature a 6.7” display with a 120Hz refresh rate, while others focus on photography with a 50MP hybrid camera found in the TCL 60 SE and TCL 605. The TCL 60 SE NXTPAPER 5G is the first device with AI tools such as AI translation, AI summarization, and AI writing assistance. These types of differentiation will help TCL stand out in the various markets it aims to target, especially in the competitive sub-$300 spaces that the OEM operates in.

Source: TCL

HMD Expands its Portfolio with Feature Phones and an FC Barcelona Collaboration

HMD Global introduced four new phones, focusing on digital well-being and nostalgia-driven design. The lineup includes two feature phones, the HMD 130 and HMD 150 Music, aimed at users looking for long battery life and FM radio functionality.

The company also launched two FC Barcelona-branded smartphones, the HMD Barça 3210 and HMD Barça Fusion. The latter is a collector’s edition device featuring engraved signatures of 11 star players along with fan-centric extras, including the option to set a player’s voice as an alarm. Additionally, the Fusion X1 smartphone comes with parental control features through an Xplora subscription, offering location tracking, internet restrictions, and emergency SOS capabilities.

Our Takeaway:

HMD has had partnerships with Heineken and Barbie in the past and now with FC Barcelona and Xplora. While most of the OEMs are riding the AI bandwagon, HMD is relying on partnerships to create a niche and differentiate within the crowded smartphone segment.

Source: HMD

HMD Introduces Amped Buds with a Multi-use Charging Case

HMD also expanded into the audio category with the Amped Buds, a pair of wireless earbuds featuring active noise cancellation (ANC), environmental noise cancellation (ENC), and equalizer (EQ) controls. The earbuds come with a bulky charging case that doubles as a wireless battery bank, offering additional utility beyond just charging the earphones. The case includes a USB Type-C port, reinforcing the trend of multi-functional accessories in the consumer electronics space.

Our Takeaway:

HMD’s Amped Buds reinforce its focus on functional innovation. A charging case that doubles as a power bank enhances consumer appeal, and similar multi-purpose designs may soon become industry standard.

Source: HMD

realme Experiments with Interchangeable Smartphone Lenses

realme demonstrated a prototype smartphone with an interchangeable-lens system, allowing DSLR lenses to be mounted directly onto the device. The company also previewed AI-powered imaging features that are expected to roll out in future realme smartphones.

Our Takeaway:

Over the years, the capabilities of smartphone cameras have improved consistently and are becoming professional grade. Smartphones have become most people’s primary devices to capture pictures and videos. According to Counterpoint Research Global Handset Tracker, the average primary smartphone camera resolution reached 54MP in 2024, the highest ever. With its interchangeable lens concept, realme has further blurred the lines between a smartphone and a professional camera. However, this is not a brand-new concept. Xiaomi showcased a similar concept with the 12S Ultra in 2022.

Source: realme

MediaTek’s 6G Vision and Hybrid Computing Approach

MediaTek showcased its developments in next-generation connectivity, such as the M90 5G-Advanced modem and early 6G research. The company is working on hybrid computing, which integrates device, cloud, and network resources to reduce latency for applications such as GenAI. MediaTek is collaborating with NVIDIA, Intel, and G REIGNS to explore these capabilities further.

Our Takeaway:

MediaTek is partnering with NVIDIA, Intel, and G REIGNS to develop hybrid computing. This system merges device cloud and radio access network (RAN) into an ‘edge cloud’, a key aspect for 6G infrastructure. The race to 6G is heating up with both MediaTek and Qualcomm competing for tech supremacy. Other key themes include the development of 5G advance modems R18 and beyond, 5G NTN and on-device GenAI implementation on the edge.

Source: MediaTek

Qualcomm Expands into Enterprise with Dragonwing

Qualcomm introduced a new sub-brand named Dragonwing, which is focused on enterprise solutions and is distinct from Snapdragon. Qualcomm launched the Dragonwing FWA Gen 4 Elite with 40 TOPS Edge AI, 12.5 Gbps speeds, and AI-driven traffic classification. The company also previewed on-device AI capabilities powered by the Snapdragon 8 Elite chipset. These include AI-driven automation for tasks such as messaging, navigation, and cross-app interactions, demonstrating Qualcomm’s push toward on-device AI as a fundamental layer of smartphone intelligence, reducing reliance on cloud processing while enhancing user autonomy and cross-app functionality.

Our Takeaway:

Qualcomm’s Dragonwing is a strategic shift towards enterprise with a new brand targeting business customers. With Snapdragon, the focus will remain on the consumer segment and this separate branding enables a tailored approach in product and marketing to the enterprise and consumer segments.

On the other hand, on-device AI agents powered by Personal Knowledge Graphs enable autonomous device operation in real-time. This ensures privacy, lower latency, limited need for cloud and rich user experience.

Source: Qualcomm

Lenovo’s Flexible, Solar-powered Laptops

Lenovo revealed a range of new computing solutions, including the Flip AI PC with a 13-inch rollable OLED display that expands up to 18.1 inches. Meanwhile, Lenovo’s Yoga Solar PC integrates solar-powered charging, providing an hour of video playback with just 20 minutes of sunlight. Additionally, the ThinkBook 16p Gen 6 features modular display accessories and an AI-powered dashboard, reinforcing Lenovo’s focus on adaptable and energy-efficient computing.

Our Takeaway:

Lenovo’s Flip AI PC highlights a shift towards more versatile computing experiences. While its high price may deter some users, its flexible OLED display and multi-mode usability set a benchmark for future laptop innovation.

Source: Lenovo

Stay tuned for further updates as MWC Barcelona 2025 continues.