Huawei enters ultra-thin market as rivals retreat

Huawei entered the ultra-thin smartphone market on October 22, 2025, as its upcoming Mate 70 Air briefly appeared in China Telecom's product database before being removed. 

The device represents Huawei's first foray into the "Air" series, marking a strategic move into a segment where competitors Apple and Samsung are reportedly retreating due to weak consumer demand.

1. Huawei Mate 70 Air (model SUP-AL90) surfaced in China Telecom’s database with a 6.9-inch display, HarmonyOS 5.0, 12GB RAM, and 256/512GB storage in Golden Black, Feather White, and Silver Brocade colorways, indicating an ultra-thin “Air” debut for Huawei.​
2. Market context is tough for ultra-thin phones: Apple is reportedly slashing iPhone Air production by over 80% amid weak demand, and Samsung’s slim Edge line has been curtailed after poor sales performance.​
3. Launch is expected in early November 2025, positioning Mate 70 Air alongside Huawei’s broader Mate 70 family push, though details like exact thickness, chipset, cameras, and confirmed 5G variant remain unclear from listings so far.​

Specifications and Market PositiSumoning

The Mate 70 Air, carrying model number SUP-AL90, features a 6.9-inch display with 1920x1200 resolution and runs HarmonyOS 5.0. The device offers 12GB of RAM with storage options of 256GB and 512GB, available in three colorways: Golden Black, Feather White, and Silver Brocade.[1][2][3][4]

According to sources, the smartphone is expected to feature 66W fast charging and maintain the ultra-thin profile characteristic of "Air" branded devices. The listing suggests the device lacks 5G connectivity based on its model number, though Huawei typically uses different model numbers for 5G variants.[4][5][6]

Struggling Market for Ultra-Thin Devices

Huawei's entry comes as the ultra-thin smartphone market faces significant challenges. Apple is "drastically cutting iPhone Air production" to less than 10% of September volumes due to "virtually no demand," according to supply chain reports published today. The iPhone Air, launched in September at 5.6mm thickness, has remained readily available for immediate shipment while other iPhone models show shipping delays.[1][2][3]

Similarly, Samsung has reportedly canceled plans for the Galaxy S26 Edge after the Galaxy S25 Edge sold only 1.31 million units compared to 8.28 million for the standard Galaxy S25. The 5.8mm thick S25 Edge launched in May but failed to gain consumer traction despite advanced engineering.[2][4][1]

Launch Timeline and Competition

The Mate 70 Air is expected to launch in early November 2025 alongside Huawei's Mate 80 series. This timing coincides with Huawei's broader push for hardware independence, as the existing Mate 70 series already runs on the company's Android-free HarmonyOS NEXT operating system.[1][2][3][4]

Industry analysts note that while ultra-thin phones appeal visually, consumers prioritize battery life and camera capabilities over slim profiles. The trend toward thinner devices has resulted in compromises that many users find unacceptable, contributing to poor sales performance across brands.[5][6]

Reference sources:

[1](https://www.phonearena.com/news/huawei-may-be-about-to-prove-ultra-thin-phones-still-matter-with-the-mate-70-air_id175084)

[2](https://www.fonearena.com/blog/467031/huawei-mate-70-air-design-specs-leak.html)

[3](https://news.abplive.com/technology/gadgets/huawei-mate-70-pro-plus-rs-harmonyos-next-no-android-launch-release-date-price-specifications-availability-1734134)

[4](https://www.indiatoday.in/technology/news/story/huawei-mate-70-series-launched-with-harmonyos-next-operating-system-2640548-2024-11-26)

[5](https://fortune.com/2025/10/22/apple-iphone-air-demand-weak-production-cuts-vs-17-pro/)

[6](https://www.sammobile.com/news/more-brands-join-apple-samsung-race-ultra-thin-phones/)

[1](https://fortune.com/2025/10/22/apple-iphone-air-demand-weak-production-cuts-vs-17-pro/)

[2](https://finance.yahoo.com/news/apple-drastically-cutting-iphone-air-142634955.html)

[3](https://knowtechie.com/iphone-air-sales-decline/)

[4](https://news.samsung.com/global/meet-the-samsung-galaxy-s25-edge-an-engineering-marvel-of-new-slim-hardware-innovation)

[1](https://www.bizzbuzz.news/technology/new-huawei-mate-70-air-surfaced-what-we-know-and-whats-hidden-1375192)

[2](https://www.thetechoutlook.com/tech-whispers/huawei-mate-70-air-sup-al90-spotted-on-the-china-telecom-database-6-9-display-harmonyos-5-0-storage-options-color-choices-and-renders-revealed/)

[3](https://www.fonearena.com/blog/467031/huawei-mate-70-air-design-specs-leak.html)

[4](https://www.gsmarena.com/huawei_mate_70_air_listed_online_design_and_key_specs_revealed-news-69988.php)

[5](https://www.huaweicentral.com/huawei-mate-70-air-to-feature-66w-fast-charging-and-slim-profile/)

[6](https://www.phonearena.com/news/huawei-may-be-about-to-prove-ultra-thin-phones-still-matter-with-the-mate-70-air_id175084)