Something strange seems to be going on in the wireless smartphone marketplace. In what looks like an effort to steal some thunder away from the Apple Glowtime event, Huawei introduced their new tri-fold smartphone on the same day. That looks a little funny. Why the same day?

Does Huawei want to be a bit antagonistic with Apple? Every year Apple AAPL has a few special days. This is one of them. This was when they introduced the next generation of iPhone, Watch and AirPods, along with their first move into 5G.

So, what’s really going on behind the scenes between Apple and Huawei? Here are my initial thoughts on this topic.

Huawei typically takes the high road, when it comes to announcements. They have invited me, and I have attended several Huawei events in Washington. Generally, these small events with key, leading Huawei executives were what was expected. They, of course, want to be seen in a positive light.

This move with their new announcement was very un-Huawei like. They were once above these kind of marketing moves. I would say, dignified marketing would be the appropriate word.

Are things changing? All of a sudden Huawei is jumping right into the mouth of the marketing madness here in the United States and of course, the worldwide market as well.

Both Apple and Huawei are competitors, globally. Understood. However, there are many ways to compete. And while Huawei always took the high road, why have they suddenly taking this new path?

Let’s look at the Huawei tri-fold smartphone

The Huawei tri-fold smartphone looks very impressive. I have not seen one in person yet. Competitors Samsung, Motorola and others have already launched their folding screen smartphone. They are just one-fold. Huawei has two-folds.

My problem with these competing devices were while they are solid pieces of technology, they are thicker and bulkier devices compared to the traditional, svelte iPhone, Samsung and Google single screen smartphones.

Based on what I see, the Huawei tri-fold device is amazing technology, but:

1. More folds increase the number of areas that can go wrong. And these kind of devices have gone wrong before. More so than traditional, single-screen smartphones.
2. The device must be much thicker and heavier.
3. The cost is way up there at $2,800. We all know a folding screen smartphone is a high-priced device. But this is price is very high.

I believe the price alone will mean very few will be sold to the marketplace. Those who do have one will really want the world to know they have made it and can afford one of these tri-fold devices.

High-priced, tri-fold smartphone may be what Huawei wants

My suspicion is that Huawei will use this phone as their new calling card. They may not expect sales to be as high as normal. And they may be OK with that. They want to offer something that everyone wants, but only a few can get.

That may be why they introduced it on the same day as the Apple Glowtime event. I am not saying this new phone is all show and no go. I am sure the technology is very likely very good.

Apple introduced the iPhone 16. It is the next version of its iconic smartphone. It introduced AI to the mix. While this was expected, and while I think it will lead to a successful new year for Apple, it will be a hit, just not a home run.

Surprisingly, Huawei chose this day and this time to introduce this unique new tri-fold smartphone. Something they have never done before. Something competitors do not usually do to each other.

So, the next question I have is will Apple do something to Huawei as a response to what Huawei did to Apple? Or will they just let this slap in the face pass, unchallenged? Stay tuned.

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