Huawei takes a jab at Apple for iPhone X Face ID fail, vows to deliver "real AI" phone next month


After releasing its P10 and P10 Plus flagships in the early months of this year, Huawei is preparing another high-profile smartphone announcement. On October 16th, the Chinese phone maker is set to unveil the new Mate 10 - a near bezel-less phablet that will be the first to feature the company's latest Kirin 970 chipset.

Huawei's marketing campaign for the device has been a bit peculiar, however. The firm has used every opportunity to taunt competing businesses. 

When Samsung announced the Galaxy Note 8, Huawei Australia tweeted a teaser image of the Mate 10 with a scathing #beyondthegalaxy hashtag, suggesting that its own creation is much better than any of Samsung's flagships. 


The latest company in Huawei's sights is Apple. With its latest Facebook video, the Asian manufacturer has ridiculed the supposed Face ID fail which happened at the iPhone announcement event while promising to deliver a "real AI" phone with the Mate 10.


As you might know, at the height of Apple's keynote, Cupertino's own Craig Federighi went up on stage to give the first official iPhone X demo to millions of viewers. However, the handset's Face ID authentication system did not recognize him, leading many to speculate over the cause of the blooper. 

Whatever the case, Huawei is targeting the "neural engine" inside the A11 chip of the iPhone X. The neural engine consists of a couple of processors specifically dedicated to handling certain machine learning algorithms. These algorithms are behind the various unique features of the iPhone, such as Face ID, support for advanced AR applications, and animoji. 

The Kirin 970 chipset in the Mate 10 also has its very own neural processing unit. Huawei clearly claims that its NPU is more capable than what can be found on the iPhone X. This may seem as far-fetched to some, but the Chinese phone maker does know a thing or two about machine learning. 

The firm's custom EMUI 5.0 Android skin is touted as using machine learning to analyze a user's behavior and creating a roadmap for how the resources at hand should be managed for a better user experience. It also supposedly tracks the behavior of installed apps and decides which services require more resources, how often the user uses an app and so on. While we can't guarantee if these features truly function as advertised, we're certainly excited to see what Huawei has in store for us on October 16th.

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24 Comments

1. cnour

Posts: 2305; Member since: Sep 11, 2014

Sure it will fail since it is on Android.....

3. pixel_ftw

Posts: 84; Member since: Jun 19, 2017

I doubt it. One failure doesn't mean that it doesn't work well in iPhone x. Only time will tell how reliable face id is.

20. GoTstan

Posts: 386; Member since: Jul 25, 2015

Is this sarcasm or take it on face value, not sure

22. darkkjedii

Posts: 31623; Member since: Feb 05, 2011

We all saw the iphoneX fail troll. All the excuses in the world won't change Craig's punking.

2. YeahYeah

Posts: 251; Member since: Mar 16, 2016

okay..

7. terhesg

Posts: 15; Member since: Dec 09, 2016

I can't wait to see the Mate 10 after these comments by Huawei... It has to be better than Note 8 and the iPhone X what is impossible. I have an S8, kind of bored with it after 5 months, but there's no phone on the market what I'd like to buy. Let's see what Google puts down to the table with the Pixel 2, then the Mate 10. iPhone is coming in November, at least we can think twice before preorder it immediately as usual :D

8. CreeDiddy

Posts: 2275; Member since: Nov 04, 2011

Way overconfident...All their products they sell are essentially a design rip off from Samsung and Apple. The Kirin 970 will not have widespread support over Snapdragon and Exynos.

9. sam3k

Posts: 130; Member since: May 02, 2013

Apple's iPhone X with FAIL ID, sorry I ment Face Id!!

10. meanestgenius

Posts: 22504; Member since: May 28, 2014

Lmao! Huawei is definitely bringing it to Apple and Samsung in a bid for smartphone supremacy. They've already leapfrogged Apple to become the #2 smartphone maker. I'm definitely liking what I'm seeing from Huawei, especially as of late.

25. Nopers unregistered

Huawei are all talk and cheap phones, the literally only sell well in China for the same reason Samsung sells so well in South Korea.

27. meanestgenius

Posts: 22504; Member since: May 28, 2014

Their march up to being the #2 smartphone manufacturer says otherwise, regarding Huawei being "all talk".

11. hazard1

Posts: 239; Member since: Feb 11, 2017

I give them credit for not being shy and making us aware that they have an outstanding device to present. As a former Mate 9 user, I look forward to the release of their product. Hopefully they can back up that big talk.

12. thxultra

Posts: 473; Member since: Oct 16, 2014

I laugh about this because it didn't actually fail they just require the password when the phone is first powered on. I find it funny this is covered as a fail when it wasn't a tech fail but more of a presentation fail since they didn't log the phone on for the 1st time after restart with the password.

21. GoTstan

Posts: 386; Member since: Jul 25, 2015

It is a fail just not a phone fail rather a presentation fail

13. jacky899

Posts: 431; Member since: May 16, 2017

So that means the Mate 10 will have 3D face ID unlike the S8/Note8? The new Huawei Mate 10 does look good from the leaks but I doubt Huawei will enter the US market in the next few years or ever so sadly they are not an option for us. We really need another android maker to kick Samsung's butt here in the US.

17. hazard1

Posts: 239; Member since: Feb 11, 2017

Actually there was a rumor that the Mate 10 would be sold by AT&T. I do not know how true it is. But the new story is out there.

14. therealestmc

Posts: 680; Member since: Jul 23, 2012

And Huawei will deliver? That company is a joke, just like most Chinese companies. All they do is copy.

23. cmdacos

Posts: 4333; Member since: Nov 01, 2016

Um you did watch the Apple keynote didn't you? It was like a historical recreation of the last 3 years.

15. mike2959

Posts: 697; Member since: Oct 08, 2011

Just like "Woway" and Samsung's touch ID is faster. Not even close. As far as security goes nothing comes close to Apple. The governments of the world, security company's all agree on that.

16. hgoering

Posts: 52; Member since: Dec 27, 2016

With China bankrolling them, it's entirely possible that Huawei can overtake Apple and Samsung. The foolish move would be to underestimate Huawei.

18. Tziggy14

Posts: 626; Member since: Sep 02, 2014

Huawei been getting too full of themselves ever since they reached the top 3 smartphone OEM. They forget the Samsung and Apple are mindshare brands all over the world.

19. jacky899

Posts: 431; Member since: May 16, 2017

I think Huawei is using the same tactics as Samsung. I remember when Samsung just started out with the galaxy phones and had all kinds of billboard ads poking fun of Apple during the new Iphone releases. Turned out it was pretty effective.

26. Nopers unregistered

Agree. Huawei phones seem to mainly appeal to the East Asian market primarily China because its the home team. P10 will be DOA for the western market because they never really bring anything new and the overly hyped Kirin 970 will be on par or slightly ahead of the snapdragon 835.

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