Huawei has unveiled its latest foldable device, the Pura X Max, which is set to launch in China next week. This new model, with its distinctive ‘passport’ aspect ratio, seems to have stolen a march on Apple and Samsung, both of whom are rumoured to be developing wide foldables.

The Pura X Max is part of Huawei’s ongoing efforts to innovate in the mobile market. The company has showcased multiple colour options that feature a triple rear camera setup, with a distinctive gridded design reminiscent of its previous models like the Pura X. However, this device appears wider than most current foldables, suggesting Huawei might be leading the way in this new trend.

The device’s design is intriguing as it combines elements from both flip phones and classic book-style foldables, much like Google's Pixel Fold or Oppo’s Find N. This flexibility, with users seen using the phone in portrait and landscape modes, hints at a more versatile user experience than traditional models.

Meanwhile, Apple has reportedly shown off early prototypes of its own foldable iPhone, and Samsung is also working on wider versions of their Galaxy Z Fold series. However, both are still months away from launching, so Huawei’s Pura X Max could be the first to hit the market.