Huawei has continued with the photography plug as the worlds’ number two smartphone manufacturer launches the P30 Series.

With the launch taking place at the Paris Convention Centre, Huawei has unveiled its newest assault on the smartphone devices segment with a flurry of new features. Priced between £899 and £1099, the devices are still at the north-end of the market but considering the price tags we’ve seen for foldable screens at Mobile World Congress this year, the devices are somewhat of a bargain.

“The Huawei P30 Series is a fundamental breakthrough after decades of digital camera technology development; it will rewrite the rules and reshape everyone’s perception of mobile photography,” said Richard Yu, CEO of the Huawei consumer business.

“Innovations such as the Huawei SuperSpectrum Sensor and SuperZoom Lens allow us to push the envelope of both photography and videography—a frontier long overdue for disruption. The Huawei P30 Series will set the pace for the next generation of smartphones by empowering people to capture the true beauty of the world around them through a device that fits in the palm of their hands.”

The P30 Pro is equipped with a new Leica Quad Camera System, including a 40MP main camera with a SuperSpectrum Sensor, a 20MP ultra-wide-angle camera, an 8MP telephoto camera, the ToF Camera and a 32MP front camera. With so much loaded into the device, Huawei is claiming functionality will change users’ perception of smartphone photography.

The photography angle is hardly a new one, the Mate 20 Series was launched with a similar promise to revolutionise photography, though it certainly seems to be working. When you consider the overarching trends in social media, selfies are now the norm while user-generated content is becoming increasingly popular, Huawei is hanging onto the narcistic trends of the digital natives.

While Huawei has certainly crafted a position as a reliable and sound device manufacturer, there does seem to be an impending feeling of similarity. Innovation is a word which is heavily overused in the smartphone segment, though this is another example of an upgraded devices as opposed to particularly innovative.

We are sure the battery will last longer and charge faster, the pictures will be better, processing power has improved, but these is not much more than incremental improvements. This is not to say it won’t be an excellent device, but a pinch of salt is needed when discussing innovation.

That said, the Huawei marketing and product development team should be given a pat on the back for their work over the last couple of years. From the realms of the relative unknown to second place in the global smartphone market share rankings; the rise has been swift, and it does not appear the political rhetoric over the last two years has had any deep impact on the brand.

Might this be the year Huawei challenges Samsung for the top spot globally? We’ll wait until we’ve had a chance to play around with the device to decide.