Huawei's New Sub-Brand Osta to Launch with Two Flagship Smartphones

Huawei is preparing to introduce a new smartphone sub-brand named Osta, according to recent leaks from Chinese tipsters Digital Chat Station and Fixed Focus Digital. The brand is expected to debut with two flagship-level devices: the Osta O1 and Osta O1 Pro. The Osta name will also appear on the phones' retail packaging, confirming earlier speculation about a sub-brand previously codenamed Xingmang (Starlight or Starburst).

The two smartphones will reportedly feature notably different designs. The standard Osta O1 is said to have a display curved on all four sides and a large circular camera module on the back. In contrast, the Osta O1 Pro will adopt a wider design with narrow bezels on all sides and a horizontal camera strip on the rear. The Pro model is tipped to sport a 6.39-inch flat LTPS display with 1.5K resolution and an unusual 16:9.5 aspect ratio, making it wider than conventional smartphones and similar in style to Huawei's Pura X View.

According to the leak, the Osta O1 Pro will be available in four memory configurations, and a leaked image of the retail packaging reportedly confirms the Osta O1 Pro name along with a top-tier variant featuring 16GB RAM and 1TB storage. The first Osta smartphones are expected to offer specifications and pricing comparable to Huawei's flagship devices. The higher pricing could be partly attributed to rising memory costs across the smartphone industry.

Huawei has not officially announced the Osta brand or the two smartphones, and the information should be treated as speculation until confirmed. The company has been expanding its smartphone portfolio despite ongoing US sanctions, and a new sub-brand could help it target specific market segments. The Osta series appears poised to compete in the premium segment, with features that differentiate it from Huawei's existing lineup.

The launch of Osta would mark another strategic move by Huawei to strengthen its presence in the global smartphone market. As the company continues to navigate supply chain challenges, the success of this new sub-brand will depend on its ability to deliver compelling devices at competitive prices. Industry watchers will be keen to see how Osta positions itself against rivals in the high-end segment.