Huawei Technologies Co. is set to unveil new products at an event just hours after Apple Inc.’s launch of the iPhone 16, gearing up for a new round of competition between the tech giants.

Richard Yu, head of Huawei's consumer division, announced the product reveal for September 10 on Weibo. He hinted that the announcement will feature “a groundbreaking product” that has been in development for five years. Huawei is expected to introduce the world’s first commercially available smartphone with a double-folding design, as well as an Aito electric vehicle. However, the exact lineup may vary, according to sources familiar with the matter.

Apple is scheduled to showcase its latest iPhone models and accessories on September 9. The timing of Huawei’s event suggests a strategic move to challenge Apple directly. Recently, Huawei managed to push Apple out of the top five smartphone makers in China for the June quarter, largely due to the success of its Mate 60 series, which is powered by an innovative chip.

Yu has been seen with a new device, reportedly a trifold smartphone. This device is expected to offer a larger, tablet-like screen within the compact size of a regular phone. Huawei, along with other Chinese brands like Honor and Xiaomi, has been at the forefront of developing slim foldable phones and is now pushing the boundaries of this technology further.

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