The scale of Huawei's global ambitions has been clear for a while now, but in terms of actual sales the company has arguably struggled to live up to its own hype.
Yet in the run-up to the Ascend P6's launch Huawei is at it again, with Chairman Richard Yu praising the P6's design, and an all-action video cranking up the box office heat ahead of the handset's big reveal in London on June 18.
The Huawei Ascend P6 has already established itself as the next holder of the world's thinnest smartphone title, and is set to measure just 6.2mm thick – or just 6.18mm if you want to split fractions of hairs.
Various teaser shots have hinted at the Ascend P6's slender profile over the past month or so, but now Huawei has taken control of things itself and has outed this high quality glamour shot on its Facebook page.
With it comes the claim, from chairman Yu himself, that Huawei's designers “were able to find that 'sweet spot'” in terms of the positioning of the keys on the side of the device.
“You know, after using the P6 more and more, I've begun to notice how nice the side keys were designed and how good it felt to press them. Their positioning along the edge felt just right and natural.
“They aren't protruding out too much so you don't have to worry about the wrong button being pushed when it's in your pocket, nor are they too flat that they're uncomfortable to feel.”
Yes, you have just read two paragraphs praising the positioning of a couple of buttons from the boss of a large electronics company.
And why not, anyway? If they're perfectly placed, go ahead and tell the world, Huawei. Or even better, produce a high budget free running Mission Impossible-style video preview starring a whole lot of London and practically nothing of the P6 itself.
It's all in the name of hype, and Huawei's not holding back. In fact, a few more 'production notes', I guess we could call them, have popped up on Facebook since the homage to the perfect buttons.
Which – obviously – you can't actually see in the picture.