Huawei is back with a new generation of its photography-focused flagships, but some incredible camera tech is let down by a major shortcoming once again.
The Pura 70 range – a rebranding of the P series devices that came before it – includes three new devices. A regular Pura 70 and Pura 70 Pro can be seen as direct successors to last year’s models, but the Pura 70 Ultra is brand new.
To say cameras are the main focus (pun unintended) would be an understatement. The 50Mp main rear sensors on all three phones have a variable aperture, helping to boost low-light performance and deliver natural depth of field.
However, the Pura 70 Ultra takes things up a notch. It’s the only one of the three with a 1-inch sensor, and the first phone in the world with a retractable zoom lens. This mirrors what you’ll find on DSLR cameras and allows it to capture far more light than a regular smartphone.
The Pura 70 Ultra’s rear cameras are arranged in a unique arrow-shaped module
Huawei
Huawei says the pop-out mechanism has been tested for 300,000 retraction cycles, equivalent to 150 per day for five years. And if you drop it from 0.2m or higher, the camera will automatically retract.
Impressively, rather than negatively impacting the water and dust resistance, the IP68 rating here is verified to 2m underwater rather than the usual 1.5m.
There’s also some variation when it comes to supporting lenses. The 12Mp telephoto on the regular Pura 70 actually has a longer 5x optical zoom than the 3.5x on the Pro (48Mp) and Ultra (50Mp), but the latter is more versatile for day-to-day usage.
Elsewhere, the 40Mp ultrawide on the Ultra will also probably be a big step up from the 12.5Mp sensor on the Pro and 13Mp lens on the regular Pura 70. 13Mp selfie lenses are consistent across all three.
Will this setup make the Pura 70 Ultra the best camera phone you can buy? Time will tell, but the Xiaomi 14 Ultra represents extremely strong competition, especially when you factor in its optional Photography Kit.
The Xiaomi 14 Ultra’s superb cameras will take some beating
Chris Martin / Foundry
A familiar caveat story
However, if you live in Europe and want to use one of these devices as your main smartphone, it’s no contest. Both have top-tier hardware, but only Xiaomi has software that won’t constantly frustrate you.
Its HyperOS skin is by no means the best interpretation of Android 14 , but it retains crucial access to all Google services – including millions of third-party apps via the Play Store. For an even better software experience, the Google Pixel 8 Pro and Samsung Galaxy S24 Ultra combine strong cameras with an excellent user interface.
The Samsung Galaxy S24 Ultra is a better pick for most people
Dominik Tomaszewski / Foundry
Some workarounds are available, but it’s a frustrating and time-consuming process. Ultimately, unless you are a camera enthusiast who doesn’t mind spending a lot of money on a device that probably won’t be your main phone, you’re better off elsewhere.
It’s a real shame, as the Pura 70 Ultra, in particular, has strong specs in all other areas. Alongside the cameras, you get a high-quality 6.8-inch 120Hz OLED screen, powerful Kirin 9010 chipset and stunning vegan leather back.
The Pura 70 Ultra certainly looks the part
Huawei
You also have a large 5200mAh battery with support for 100W wired (charger in box), 80W wireless and 20W reverse wireless charging.
In Europe, the Pura 70 costs €999, the Pura 70 Pro €1,199 and Pura 70 Ultra €1,499. Pre-orders are live now from the Huawei website ahead of all three being released on 22 May.
On the UK, Huawei told Tech Advisor the following: “Pura70 series will be available in overseas markets from the 2nd May. The UK is not included in the first wave of markets; however, Huawei continually evaluates the regional availability of its flagship products and we will share more information about Pura70 Ultra availability in the UK in the coming months.”
That statement seems to suggest that the Pura 70 Ultra will be coming to the UK later, but that the Pura 70 and Pura 70 Pro might not.
They’re probably not worth waiting for, though. For most people, a different smartphone will suit them better.
Author: Anyron Copeman, Mobile Editor, Tech Advisor
Anyron is Mobile Editor at Tech Advisor, where he’s been a mainstay of the editorial team since 2019. In his current role, Anyron is responsible for all smartphone, tablet and mobile network coverage on the site. A BA Journalism graduate, he has experience with a wide range of consumer tech products and services, including smartphones, tablets, foldables, wearables and more.
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