China's Dreame to Launch Ultra-Luxury Custom Smartphone Priced at NT$460,000 in Q4
China's Dreame Technology, known for vacuum cleaners and robotic sweepers, is set to officially launch its high-end smartphone brand AURORA in the fourth quarter. It will feature custom-made versions, each unique, with prices reaching NT$460,000 (RMB100,000), targeting the high-end market.
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- 📰 Published: May 13, 2026 at 19:38
- 🔍 Collected: May 13, 2026 at 20:02 (23 min after Published)
- 🤖 AI Analyzed: May 14, 2026 at 01:08 (5h 6m after Collected)
Central News Agency
(Central News Agency, Taipei, 13th) Dreame Technology, a Chinese company that started with vacuum cleaners and robotic sweepers, after its high-profile unveiling of its high-end smartphone brand AURORA in February, is reported by mainland media to officially launch AURORA smartphones in the fourth quarter. Each phone will be a unique, ultra-luxury custom-made version, with a price reaching RMB 100,000 (approximately NT$460,000).
Dreame advertised its AURORA luxury custom smartphone during the U.S. Super Bowl in February and officially unveiled it at the China Appliance & Electronics World Expo (AWE) held in Shanghai on March 12.
According to mainland media Sohu Technology, Liu Yang, head of Dreame's AURORA smartphone, said that about 80% of the global smartphone market's profits are taken by Apple. Chinese domestic smartphone brands should not continue "internal competition" but should focus on competing head-on with Apple in overseas markets.
Lanjing Technology reported today, citing informed sources, that Dreame's AURORA smartphone will be officially launched in the fourth quarter of 2026. The product line will include flagship, modular photography flagship, and ultra-luxury custom versions, with prices ranging from RMB 10,000 to RMB 100,000.
Dreame previously stated that AURORA ultra-luxury customization offers 29 differentiated design versions, each with an independent name. Dreame's official website currently displays 4 models, one of which features a unibody ceramic body, an 18K gold bezel inlaid with 600 natural diamonds, paired with Himalayan crocodile leather, and also offers exclusive customized signatures.
The report states that Dreame will adopt a global simultaneous listing strategy, focusing on overseas markets, with domestic markets following suit. The initial sales target is set at over 100,000 units. Among these, the ultra-luxury custom version primarily serves to elevate the brand image, with a relatively small proportion of actual sales; the main sales task still falls on the flagship and modular photography flagship versions.
The aforementioned sources revealed that Dreame's AURORA smartphone will be equipped with Qualcomm Snapdragon series chips. At the earlier AWE exhibition in 2026, information about this model was exposed in advance, stating it would be manufactured by Nubia, a subsidiary of ZTE, equipped with Nubia MyOS system, model number NX741J, and the interface displayed the words "Dreame · Nubia Co-branded."
According to the report, due to the high gross profit margin of AURORA smartphones, distributors have a strong willingness to sell. Currently, Dreame has over 6,000 stores worldwide, which also provides a foundation for channel distribution after the phone's launch.
However, a smartphone industry analyst pointed out that major global smartphone manufacturers are currently shrinking non-core battlefronts, and the high-end market is firmly occupied by Apple, Huawei, and others. As a cross-industry newcomer, Dreame not only needs to break through multiple barriers such as brand recognition, channel construction, and core technology but also needs to cope with the natural misalignment between consumer electronics and luxury logic. Whether it can successfully break through with differentiated product strategies and the founder's determination remains to be tested by the market. (Editors: Yang Sheng-ju / Chiu Kuo-chi) 1150513
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(Central News Agency, Taipei, 13th) Dreame Technology, a Chinese company that started with vacuum cleaners and robotic sweepers, after its high-profile unveiling of its high-end smartphone brand AURORA in February, is reported by mainland media to officially launch AURORA smartphones in the fourth quarter. Each phone will be a unique, ultra-luxury custom-made version, with a price reaching RMB 100,000 (approximately NT$460,000).
Dreame advertised its AURORA luxury custom smartphone during the U.S. Super Bowl in February and officially unveiled it at the China Appliance & Electronics World Expo (AWE) held in Shanghai on March 12.
According to mainland media Sohu Technology, Liu Yang, head of Dreame's AURORA smartphone, said that about 80% of the global smartphone market's profits are taken by Apple. Chinese domestic smartphone brands should not continue "internal competition" but should focus on competing head-on with Apple in overseas markets.
Lanjing Technology reported today, citing informed sources, that Dreame's AURORA smartphone will be officially launched in the fourth quarter of 2026. The product line will include flagship, modular photography flagship, and ultra-luxury custom versions, with prices ranging from RMB 10,000 to RMB 100,000.
Dreame previously stated that AURORA ultra-luxury customization offers 29 differentiated design versions, each with an independent name. Dreame's official website currently displays 4 models, one of which features a unibody ceramic body, an 18K gold bezel inlaid with 600 natural diamonds, paired with Himalayan crocodile leather, and also offers exclusive customized signatures.
The report states that Dreame will adopt a global simultaneous listing strategy, focusing on overseas markets, with domestic markets following suit. The initial sales target is set at over 100,000 units. Among these, the ultra-luxury custom version primarily serves to elevate the brand image, with a relatively small proportion of actual sales; the main sales task still falls on the flagship and modular photography flagship versions.
The aforementioned sources revealed that Dreame's AURORA smartphone will be equipped with Qualcomm Snapdragon series chips. At the earlier AWE exhibition in 2026, information about this model was exposed in advance, stating it would be manufactured by Nubia, a subsidiary of ZTE, equipped with Nubia MyOS system, model number NX741J, and the interface displayed the words "Dreame · Nubia Co-branded."
According to the report, due to the high gross profit margin of AURORA smartphones, distributors have a strong willingness to sell. Currently, Dreame has over 6,000 stores worldwide, which also provides a foundation for channel distribution after the phone's launch.
However, a smartphone industry analyst pointed out that major global smartphone manufacturers are currently shrinking non-core battlefronts, and the high-end market is firmly occupied by Apple, Huawei, and others. As a cross-industry newcomer, Dreame not only needs to break through multiple barriers such as brand recognition, channel construction, and core technology but also needs to cope with the natural misalignment between consumer electronics and luxury logic. Whether it can successfully break through with differentiated product strategies and the founder's determination remains to be tested by the market. (Editors: Yang Sheng-ju / Chiu Kuo-chi) 1150513
Choose to stand with facts. Every sponsorship you provide is a force for protecting press freedom.
Download the Central News Agency "First-Hand News" APP to stay updated with the latest news.
Text, images, and audio/video on this website may not be reproduced, publicly broadcast, publicly transmitted, or utilized without authorization.