Analysis of the Impact of the Honor Magic 8 Pro Air Launch on the Mid-to-High-End Smartphone Market and MediaTek

Based on the data collected above, I now provide you with a systematic and comprehensive analysis report.

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Honor officially launched the new Magic 8 Pro Air on

, with a starting price of (RMB 4,499 after national subsidy). It is equipped with MediaTek’s [1][2]. This product set a new record for thinness and lightness among straight-screen flagship phones, with a thickness of only and weight of only , making it the lightest, thinnest, and smallest-sized flagship model currently available[3].

Item	Specification
Processor	Dimensity 9500 (TSMC 3rd-gen 3nm)
Display	6.31-inch OLED straight screen, 1.08mm ultra-narrow four equal sides, 6000nits peak brightness
Battery	5500mAh Qinghai Lake Battery (917Wh/L energy density)
Fast Charging	80W wired + 50W wireless
Camera System	50MP main camera + 64MP periscope telephoto + 50MP ultra-wide-angle
Protection	IP68 & IP69 dual certification, 6m water resistance
Unlock	3D ultrasonic fingerprint

Storage Version	Official Price	Price After National Subsidy
12GB+256GB	RMB 4,999	RMB 4,499
12GB+512GB	RMB 5,299	RMB 4,799
16GB+512GB	RMB 5,599	RMB 5,099
16GB+1TB	RMB 5,999	RMB 5,499

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From Q4 2025 to early 2026, China’s mid-to-high-end smartphone market exhibited the following competitive characteristics:

• Apple iPhone Air (expected to launch in 2026)
• Samsung Galaxy S25 Edge
• Honor Magic 8 Pro Air

The pricing strategy of Honor Magic 8 Pro Air (starting at RMB 4,999) makes its direct competitors the

and , while also forming differentiated competition with domestic flagships such as Xiaomi, vivo, and OPPO[4].

According to industry data, a total of 28 flagship models shipped over 1 million units each in China in 2025, with domestic brands performing strongly. 11 Huawei flagship models shipped over 1 million units in 2025, and domestic brands such as vivo, OPPO, and Xiaomi also made breakthroughs in the high-end market[5].

The launch of Honor Magic 8 Pro Air marks Honor’s further deepening in the mid-to-high-end market after its independence:

Strategic Dimension	Analysis
Product Positioning	“Lightweight Lifestyle + Powerful Performance”, breaking the industry stereotype that “thin & light phones have poor camera performance and short battery life”
Target Users	Young users who pursue a thin & light feel without compromising core experiences
Pricing Strategy	Pricing range of RMB 4,999-5,999, covering the core price band of the mid-to-high-end market
Technological Innovation	First launch of Honor’s Cicada Wing Architecture, integrated aviation aluminum middle frame, and Qinghai Lake Battery technology

1. Strengthened Differentiation Advantage
   : Through the industry’s first combination of 6.1mm ultra-thin design + 5500mAh large battery, Honor has established unique product differentiation in the mid-to-high-end market.

2. Increased Share of Domestic High-End Phones
   : Honor, together with Huawei, Xiaomi, vivo, and OPPO, forms a domestic high-end camp, which helps further erode Apple and Samsung’s share in China’s high-end market.

3. Price Band Competition
   : The RMB 4,999 price directly competes with the Apple iPhone standard edition, and is expected to attract original Apple users.

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According to the Q3 2025 global smartphone AP-SoC market share report released by

:

Vendor	Market Share	YoY Change	Ranking
MediaTek	34%	+2%	1
Qualcomm	24%	-1%	2
Apple	18%	+1%	3
Unisoc	14%	+3%	4
Samsung	6%	-2%	5
HiSilicon	3%	+1%	6

MediaTek has ranked first in the global smartphone AP-SoC market for

with a , leading Qualcomm, the second-place vendor, by [6][7].

The Dimensity 9500 was released on September 22, 2025, adopting

and integrating over [8].

• CPU
  : 3rd-gen all-large-core architecture, consisting of 1 3.73GHz Cortex-X925 super large core, 3 Cortex-X4 super large cores, and 4 Cortex-A720 large cores
• GPU
  : Immortalis-G925, supporting ray tracing technology
• NPU
  : “Ultra Performance + Ultra Energy Efficiency” dual NPU architecture
• ISP
  : Imagiq 1190 image processor

Indicator	Improvement
Single-Core Performance	+32%
Multi-Core Performance	+17%
Super Large Core Power Consumption	-55%
Multi-Core Power Consumption	-37%

• Supports 4K ultra-high-definition image generation, with 100% improved output performance for 3B-parameter text-to-text large models
• Supports on-device processing of 128K-token long texts
• Supports 144fps gameplay for mainstream games such as PUBG Mobile and Dark Zone Breakout
• Supports 165fps high-frame-rate games

• vivo X300 series
• OPPO Find X9 series
• iQOO Neo11 Pro
• Honor Magic 8 Pro Air
  [9][10]

1. Enhanced High-End Brand Image
   • Honor Magic 8 Pro Air is positioned in the RMB 5,000 price band (close to the Apple iPhone price range). The entry of the Dimensity 9500 chip into the high-end market alongside this model will help enhance MediaTek’s high-end image among consumers.
   • Global shipments of the Dimensity 9000 series chips reached approximately
     18 million units
     in 2024, a 60% YoY increase, and are expected to reach
     24 million units
     in 2025[6].

2. Further Consolidated Market Share
   • MediaTek has already won a
     36%
     share in the domestic Android flagship market and a
     58%
     share in the global non-flagship Android market[6].
   • As more high-end models such as the Magic 8 Pro Air adopt the Dimensity 9500, MediaTek’s share in the high-end market is expected to continue to increase.

3. Optimized Product Portfolio
   • MediaTek simultaneously launched the Dimensity 9500s (flagship) and Dimensity 8500 (light flagship), forming a complete high-end product matrix[11].
   • The Dimensity 9500s is designed specifically for gaming enthusiasts, while the Dimensity 8500 targets the mainstream mid-to-high-end market, forming differentiated coverage.

4. AI Capability Empowerment
   • The on-device AI capabilities of Dimensity 9500 (generative AI, agent AI) synergize with the AI functions of Honor Magic 8 Pro Air (such as AI Flash Master, AI Color Tracking), enhancing product competitiveness.

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Indicator	Value
Latest Closing Price (2026-01-19)	$1,485.00
52-Week Range	$1,130 - $1,530
90-Day Price Increase	+13.79%
Price-to-Earnings Ratio (P/E)	22.27
Price-to-Book Ratio (P/B)	5.63
Price-to-Sales Ratio (P/S)	4.06
Beta Coefficient	0.96

Indicator	Value	Signal Interpretation
MACD	No golden cross appeared	Neutral to Bullish
KDJ	K:66.3, D:62.3, J:74.3	Buy Signal
RSI(14)	Normal Range	Neutral
20-Day Moving Average	$1,449.00	Support Level
50-Day Moving Average	$1,372.10	Support Level

: Currently in a pattern, with a reference price range of [$1,449.00, $1,504.75]. The KDJ indicator shows a short-term bullish trend.

According to the financial analysis report[0]:

• Financial Approach
  : Aggressive accounting treatment, low depreciation/capital expenditure ratio
• Free Cash Flow
  : NT$140.12 billion (latest data)
• Debt Risk
  :
  Low Risk

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Logic Dimension	Analysis
Market Share	Ranked first globally for 21 consecutive quarters, with the leading advantage of its 34% market share continuing to expand
Product Competitiveness	Dimensity 9500 is technologically leading (3nm, all-large-core architecture), with excellent performance and power consumption performance
Customer Base	Full coverage of mainstream brands such as vivo, OPPO, Honor, and Xiaomi
Opportunities in the AI Era	Growing demand for on-device AI chips, with Dimensity 9500 having first-mover advantage
Valuation Level	P/E ratio of 22.27x, attractive relative to growth expectations

1. Qualcomm Competition
   : Qualcomm still holds a 24% market share, and its Snapdragon 8 series has brand advantages in the flagship market
2. HiSilicon’s Recovery
   : Although HiSilicon’s share is only 3%, the return of Huawei’s Mate series may bring competitive pressure
3. Unisoc’s Growth
   : Unisoc’s share reached 14% with a 3% YoY increase, posing a threat in the mid-to-low-end market
4. Macroeconomy
   : Fluctuations in overall smartphone market demand may affect chip shipments

: MediaTek’s stock is in a sideways consolidation pattern, with the KDJ indicator showing a short-term bullish trend. Focus on the support level range of $1,449-$1,372.

: As the Dimensity 9500 is adopted in more flagship models and sales of new phones such as the Honor Magic 8 Pro Air are gradually released, MediaTek is expected to receive performance support.

: The increasing penetration rate of AI phones and the continuous popularization of 5G will provide sustained growth momentum for MediaTek, and its leading market share of 34% provides a solid foundation for performance.

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Entering the market at a price of RMB 4,999, paired with the Dimensity 9500 flagship chip, Honor Magic 8 Pro Air will have the following impacts:

1. Intensified Competition in the RMB 5,000 Price Band
   : Directly challenges the market position of the Apple iPhone standard edition and Samsung Galaxy S series
2. Promoted Domestic High-End Development
   : Honor, together with Huawei, Xiaomi, and other domestic brands, forms a joint force to enhance the voice of Chinese brands in the high-end market
3. Competition in the Innovation Track
   : The product definition of “thin & light + all-around” may trigger industry follow-up, driving smartphone innovation

1. Enhanced Brand Value
   : The entry of Dimensity chips into the high-end market alongside the Magic 8 Pro Air helps improve consumers’ awareness of MediaTek’s flagship chips
2. Consolidated Market Share
   : Its leading global share of 34% is expected to be further consolidated
3. Optimized Product Portfolio
   : The Dimensity 9500 series and Dimensity 8500 form a complete high-end product matrix, covering a wider price range
4. Valuation Support
   : Technological leading advantages and market share provide fundamental support for the stock price

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[1] MyDrivers - “6.31-inch/6.1mm smallest thin phone! Honor Magic8 Pro Air launched: starting at RMB 4,999” (https://www.mydrivers.com)
[2] Honor Official Website - “Putting Pro into Air: The amazing thin & small Honor Magic8 Pro Air is officially launched” (https://www.honor.com/cn/news/honor-magic8-pro-air-launch/)
[3] Notebookcheck - “Honor Magic 8 Pro Air launches as 6.1mm-thin flagship phone” (https://www.notebookcheck.net)
[4] CCTime - “MediaTek launches two chips simultaneously: Dimensity 9500s and 8500 stir the market with flagship-level performance” (http://www.cctime.com)
[5] MyDrivers - “11 Huawei flagship models shipped over 1 million units in 2025” (https://www.mydrivers.com)
[6] Pacific Technology - “MediaTek reclaims the first place in global smartphone AP-SoC market share in Q3 2025” (https://zhuanlan.zhihu.com)
[7] IT Home - “MediaTek tops the Q3 global mobile chip market again with 34% share” (https://www.sohu.com)
[8] Baidu Baike - “Dimensity 9500” (https://baike.baidu.com/item/天玑9500)
[9] NetEase News - “MediaTek launches two chips simultaneously: Dimensity 9500s and 8500 stir the market with flagship-level performance” (https://www.163.com/dy/article)
[10] Sina Tech - “Dimensity 9500 officially released” (https://n.sinaimg.cn)
[11] Counterpoint Research - Global Smartphone AP-SoC Market Share Report (https://www.counterpointresearch.com)