Richard Yu officially announced Huawei's sub-brand OSTA StarGlow, and its first model is expected to be a large flat-screen bar smartphone.

On November 11, Richard Yu, Executive Director of Huawei, Director of the Product Investment Review Committee, and Chairman of Huawei Terminal BG, announced that Huawei's new sub-brand OSTA Star will make its debut at the new product launch event to be held on November 20, which is named "HarmonyOS Intelligent Mobility Xiangjie V8 & OSTA Star Brand Launch Event". This is the first time Huawei has confirmed the brand name of OSTA Star and its debut time, but has not disclosed the product positioning, configuration and selling price.

The "small tail" of Richard Yu's Weibo account has been changed from "Huawei Mate 90 RS" to "OSTA O1 Pro". On the same day, the official Weibo account of "OSTA Star Mobile" went online and completed certification, with the background image showing the "OSTA" brand letter logo, but no product content has been released as of press time; accounts with the same name have also appeared on Douyin and Xiaohongshu, which have not completed certification yet.

Official Weibo account of OSTA Star Mobile goes online

Previous leaks claimed that the first product of Star is a wide flat phone with configuration aligned to the flagship product line and a relatively high price. Today, a person from the consumer electronics industry chain confirmed to the reporter of *Sci-Tech Innovation Board Daily* that the first product of Star is indeed a wide flat phone, and the initial stocking volume is not large.

Public information shows that Huawei Technologies Co., Ltd. applied for the registration of the "Huawei Star" trademark in February 2023, and the registration announcement was completed in September of the same year; it submitted another application for the "Star" trademark in July 2026, covering smart phone and chip categories. The international classification of the "OSTA" trademark is Class 9, covering smart phones, tablet computers, laptops, smart watches, smart glasses, headphones, chips and other commodities.

The so-called "wide flat phone" is all modified on the screen aspect ratio. The screen of the bar phone that the industry has used for more than ten years is mostly 19.5:9 or 20:9. The body is made longer and thinner, but the horizontal display area is limited. The wide flat phone adjusts the aspect ratio to about 16:9.5, which expands the horizontal field of view without increasing the thickness, resulting in fewer black borders when watching videos and several more columns that can be displayed when viewing documents and spreadsheets.

Huawei has launched its first mass-produced wide flat phone Pura X View on September 9 this year. According to Huawei's official website, this model adopts a 6.39-inch screen with 16:9.5 aspect ratio, with parameters such as 1.05mm extremely narrow four equal bezels, 96.1% screen-to-body ratio, 6500 nits local peak brightness, 6.68mm thickness and 7000mAh battery. Its starting price is 5999 yuan, with sales exceeding 180,000 units on the first day of sale, and about 282,000 units activated in the first week.

Huawei has taken a first-mover advantage in the wide-screen market. From the initial Pura X to Pura X Max, and then to the wide flat phone Pura X View, Huawei's wide-screen market covers two forms: wide foldable and wide flat phone. If Star enters the same form as a sub-brand, it means upgrading the single product trial to an independent product line, while avoiding impacting the price system of the main brand.

IDC data shows that the shipment of Chinese smartphones in the third quarter of 2026 was about 57.9 million units, down 15.4% year on year; Huawei ranked first in China with a 21.1% share, with shipments increasing 17.3% year on year, making it the only mainstream manufacturer that achieved growth. Omdia's statistics show that mobile phone shipments in Chinese mainland reached 59.3 million units in the third quarter, down 12% year on year, hitting the lowest level since 2013. At the same time, AI phones are regarded as one of the few still expanding main tracks. IDC predicts that the shipment of new-generation AI phones in China will reach 147 million units in 2026, up 31.6% year on year, with the penetration rate exceeding 50% for the first time.

As the smartphone market has entered the stage of stock competition, traditional bar phones suffer from serious homogenization, and foldable screens have not been fully popularized due to cost and durability constraints. With the balanced advantage of "large screen experience + portable grip", wide flat phones have become an important direction for manufacturers to explore differentiated competition.

Huawei's entry into the wide flat phone track is expected to open up a new mobile phone segment market. At present, other Android manufacturers have also begun to follow up similar products. According to media leaks, the details of OPPO's wide flat phone engineering machine have been leaked, which adopts a 16:9 aspect ratio, equipped with a flagship processor, 3D ultrasonic fingerprint and a good imaging system; Xiaomi is reported to be conducting internal evaluation, and vivo is also testing its solutions.

This article is from "Jiemian News", author: LI Kefeng, published by 36Kr with authorization.