Huawei Nova 17 series could say goodbye to Ultra model for a PRO MAX
Huawei is reportedly planning to replace its 'Ultra' smartphone model with a 'Pro Max' variant in the upcoming Nova 17 series. This shift aligns the Nova brand with the naming conventions used across the rest of Huawei's product lineup.
Why it matters
Standardizing product naming strategies is a key marketing tactic for global tech companies to simplify consumer choice and brand identity.
Huawei could finally retire the Nova Ultra model this year, starting with the Nova 17 series for a PRO MAX variant. The company has made this change to almost every smartphone lineup in 2026, except for the Nova brand. But the process is underway.
Weibo leaker SmartPikachu reported that the Huawei Nova 17 series will likely launch this year with a Pro Max variant, instead of the long-running Ultra model.
If true, the new change will mark the entry of the Pro Max version to all of the Huawei smartphone lineups – from the budget-friendly range to mid-rangers and flagships.
Nova 16 series was rumored to introduce a Pro Max model this year. The news appeared quite accurate, as Huawei has been adopting the new variant for every product category – even the tablets!
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