On the afternoon of April 20, Huawei held a new product launch conference for the Pura series and all scenarios. The new flagship Huawei Pura 90 Pro Max was officially unveiled. As the highest-positioned candy bar model in the Pura series, the machine has received a comprehensive upgrade in design and protection level.

In terms of appearance, Pura 90 Pro Max adopts an integrated lens Deco and straight-edge mid-frame design, with simple and clean lines and a stable grip. The whole machine supports IP68+IP69 dust and water resistance.The fuselage is available in five colors: obsidian black, orange sea, emerald lake, twilight purple, and dawn gold.

In response to the orange sea color matching that has caused heated discussion recently, Yu Chengdong, Huawei’s Managing Director and Chairman of Terminal BG, responded at the press conference.

Yu Chengdong said, "The orange sea color of Huawei Pura90 pro max comes from the natural landscape. It, like rosy purple, emerald lake, dawn gold, and obsidian black, are all colors from our magnificent mountains and rivers!"

Previously on April 17, the independent rock band Orange Sea and its management company issued a statement, pointing out that Huawei Terminal used the "Orange Sea" concept on a large scale without authorization for commercial promotion in the marketing of Pura 90 series mobile phones.

According to the Orange Sea Band, at the beginning of the year, Huawei negotiated cooperation with the band on the marketing of new mobile phones. The band also expressed its recognition of the brand's aesthetics and attitude of respecting the creators at the time. Later, they also expressed understanding after learning that the project direction had changed and the collaborative artists had changed.

However, with the official release of the Pura 90 series, the band discovered that the main color of the model was named "Orange Sea", and with "Let's go see the Orange Sea" as the core slogan, it launched large-scale promotion in business districts, subways, outdoor large screens and offline stores across the country. Some official posters also appeared elements related to the band's masterpieces.

The band's management company, ABY_Official, also pointed out in a statement that Huawei Terminal used "Orange Sea" as the core promotional concept for the main color matching of the Pura 90 series, and cooperated with the relevant advertising slogans to be widely placed on online platforms and core business districts, subways, and outdoor large screens. It also carried out "Orange Sea" theme overall decoration for offline stores. Related actions have seriously violated the legitimate rights and interests of the Orange Sea band.

In response, the band made three requests to Huawei and set a limit of 7 working days to respond:

1. Immediately stop all commercial promotions with the theme of "Orange Sea", including the installation and use of outdoor advertising, online promotional materials and store-related designs;

2. Publicly apologize to the Orange Sea Band and admit that the relevant use was unauthorized;

3. Conduct compensation negotiations for the reputational damage and economic losses suffered by the band.

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