HONOR, a leading brand known for smart devices, has taken a bold step by issuing a unique apology to Samsung Galaxy Z Fold owners. As HONOR prepares for the global launch of its new foldable smartphone, the HONOR Magic V3, it has taken the unusual step of addressing the concerns of those who opted for Samsung’s larger foldable device. The HONOR Magic V3 stands out as the world’s thinnest foldable phone. It measures just 4.35mm when unfolded, 9.2mm when folded, and weighs just 226 grams. With these features, HONOR acknowledges that Samsung Galaxy Z Fold owners may have regretted choosing a bulkier option ahead of the launch of the HONOR Magic V3. Here’s the reason for the apology.
A Small Apology on an Even Smaller Hinge
HONOR has engraved a 166-word apology on the Magic V3’s 2.84mm HONOR Super Steel hinge. The feat blends the brand’s high-tech innovation with an ancient art form. The task was brought to life by Graham Short, a 78-year-old UK-based microartist known as “The Hands of a Genius.” His skill is so refined that his work can only be seen through a microscope.
Known for his focus and skill, Graham Short worked with HONOR to engrave his apology. He is renowned for producing works of art so minute and detailed that they require absolute precision. Short’s dedication to his craft is so intense that he works within heartbeats to achieve the required accuracy. His work is rare, with only four pieces produced each year, and has attracted the attention of stars such as Elton John and Kim Kardashian.
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“The HONOR Magic V3 presented a unique challenge, with its incredibly thin, rounded edges making even microscopic engraving difficult,” Graham explained. “However, I never shy away from a challenge. Despite the Magic V3 being the world’s thinnest foldable phone, I was still able to engrave HONOR’s lengthy 166-word apology on the phone’s hinge. It wasn’t just the thinness that put me to the test, though, because the surprisingly durable metal required the use of diamond-tipped pins for engraving.”
A Labor of Love: 90 Hours of Engraving
Engraving the apology on the hinge of the HONOR Magic V3 was a complex undertaking. It took Graham Short an impressive 90 hours to meticulously complete the task by hand. HONOR’s hallmark gesture demonstrates its commitment to innovation and refinement. This engraving commemorates the launch of the HONOR Magic V3. It also demonstrates how art and technology can harmonize to create something extraordinary.
The full 166-word apology text is as follows:
Dear Samsung Galaxy Z Fold owners, we're sorry. We know you're excited to buy a phone that folds in half and fits awkwardly in your pocket. You were promised a world of technical wonder, limitless multitasking, and performance. And now, you’re probably looking at the new HONOR Magic V3 and feeling a little… betrayed. Size does matter, and we feel your pain. Like betting on a gold medal and then coming in last in a race, the knowledge that a thinner, lighter, and more durable foldable device exists is enough to make anyone question their choice. We get it. You were an early adopter, a pioneer who boldly entered the uncharted territory of foldable screens’ questionable durability. You deserve better. In fact, you deserve a gold medal.
In all seriousness, HONOR is committed to pushing the boundaries of technology and bringing you the best foldable experience possible. We're just saying…it's okay to be disappointed. We would feel the same way.