Huawei trolls Apple with ‘The Real AI Phone’ video
Huawei promotes its upcoming Mate 10 device with a cheeky marketing advert
Huawei has taken to Facebook to troll iPhone giant Apple with its latest marketing advert that promotes its upcoming Mate 10 smartphone.
The ad takes a swipe at Apple's neural engine that sits within the iPhone X for its Face ID feature by using a clown emoji animation to imply that facial authentication on smartphones are prone to failure.
In the video Huawei used the tagline: "Let's face it, facial recognition isn't for everyone. Unlock the future with #TheRealAIPhone. 16.10.2017"
Last week Apple had its big unveil at Apple Park where it released three iPhones, however when Apple executive Craig Federighi demonstrated the Face ID feature on the iPhone X, embarrassingly, it did not work.
Apple released a statement to Yahoo explaining why the demonstration was unsuccessful: "People were handling the device for stage demo ahead of time, and didn't realise Face ID was trying to authenticate their face. After failing a number of times, because they weren't Craig, the iPhone did what it was designed to do, which was to require his passcode."
Nevertheless, Huawei's cheeky ad mocks the software and claims to be ahead of the AI game with its upcoming Kirin 970 AI chipset. The company claims that its own Neural Processing Unit (NPU) will make the Mate 10 device '20 times faster', and will be more energy efficient.
Huawei is creating milestones in the smartphone industry as for the first time its June and July sales overtook Apple and became the world's second largest smartphone brand.
Huawei it set to officially announce the Mate 10 on 16 October.