Chinese tech giant Huawei took another major step in its comeback campaign on Wednesday, unveiling its new Pura 80 smartphone series.

The launch marks the company’s latest push to reassert dominance in China’s premium smartphone segment after years of crippling U.S. sanctions.

Presented during a livestreamed event, the Pura 80 series features four models: the Pura 80, Pura 80 Pro, Pura 80 Pro+, and Pura 80 Ultra. Prices start at 6,499 yuan (approximately $905) for the Pro, with the top-tier Ultra model priced at 9,999 yuan. The Pro and Pro+ models will go on sale from June 14, while the Ultra follows on June 26. The base model is expected to launch in July.

Yu Chengdong, head of Huawei’s consumer business unit, showcased the new series with an emphasis on cutting-edge camera technology and AI-powered features. Notably, he avoided any mention of the smartphone’s chipset—an omission likely tied to ongoing U.S. restrictions that continue to limit Huawei’s access to advanced semiconductors.

The Pura 80 series comes equipped with XMAGE imaging technology, including ultra-wide-angle and macro telephoto lenses. The phones also integrate artificial intelligence to recognize scenes and provide real-time information, such as tourist recommendations based on what the user’s camera detects.

Huawei’s return to the high-end smartphone arena has put pressure on rivals, particularly Apple, which has seen its share of the Chinese market shrink and has been forced to offer price cuts to maintain competitiveness.

Online reaction to the launch was swift. On Weibo, three of the top ten trending topics on Wednesday were related to the Pura 80. While many users lauded the new phones’ design and imaging capabilities, others criticized the high price tags, questioning whether the features justified the cost.

Despite mixed reactions, Huawei’s latest release underscores its determination to overcome geopolitical headwinds and reestablish itself as a leader in smartphone innovation.