Huawei Enjoy 90 Pro Max bucks the trend and becomes the top-selling phone.

According to Fast Technology on July 3, due to the explosive growth in demand for AI computing power, memory chip manufacturers have shifted their production capacity to high-profit products such as HBM, which has severely squeezed the consumer memory market and caused prices to rise sharply.

In the first quarter of 2026, the prices of all types of memory increased by 80% to 90% quarter-on-quarter, with the prices of almost all memory chips hitting record highs, which had a strong impact on the entire consumer electronics industry.

The market for smartphones priced around 1000 yuan has been hit hardest by this wave of price increases. Under cost pressure, manufacturers have been forced to make difficult choices between raising prices and reducing features. Some product lines originally positioned in the 1000 yuan range have been forced to break the 2000 yuan mark.

Other models opted to lower specifications, and “retro” designs such as waterdrop screens and side fingerprint sensors, which had long disappeared from budget phones, reappeared on the new generation of products in order to balance the contradiction between cost and price.

Despite overall market pressure, the Enjoy 90 Pro Max, launched by Huawei in the first half of this year, has become the most outstanding best-selling model in the sub-1000 yuan market thanks to its large battery, Kirin 8 series chip, and flagship-level ID design.

The phone was officially released on March 23, with a starting price of 1699 yuan. Even during the pre-sale phase, the Enjoy 90 Pro Max demonstrated market explosiveness far exceeding that of its competitors in the same price range, consistently ranking first on the best-selling list in the 1000 to 2000 yuan price segment on JD.com.

After its launch, the Huawei Enjoy 90 Pro Max achieved over 400,000 activations in its first week, demonstrating its strong market appeal. As of May, the cumulative activation volume of the Huawei Enjoy 90 Pro Max has exceeded 1 million units, making it a phenomenal product in the recent budget smartphone market with both high popularity and sales volume.

With the full launch of the Enjoy 90 series, Huawei’s mobile phone business has successfully completed its full-price segment layout, from budget phones to top-tier flagships. Huawei is gradually recovering the market share it had previously lost, demonstrating a strong recovery momentum, thanks to its steady product development pace and continuous iteration capabilities.