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STORY: From a gold smartwatch to a smart car, Huawei Technologies showcased a series of new products on Monday (September 25).

But the Chinese tech giant failed to reveal more details about the new Mate 60 smartphone series, disappointing millions of viewers online.

CEO of Huawei's consumer business group, Yu Chengdong.

"Today is a special day, special thanks to the whole nation for their tremendous support, especially since the launch of the Pioneer Program, our products have been widely loved and trusted by everyone. We are working overtime urgently to manufacture even more."

The event was expected to see Huawei break its silence on the handset.

But as the two hour-long event progressed, commentators on the livestream began asking when the company would talk about the smartphone.

By Monday afternoon, after the event ended, the topic began trending on social media, with an outpouring of complaints online.

Huawei did not immediately respond to a request for comment.

Since 2019, the U.S. has cut the company's access to advanced chipmaking tools and crippled its smartphone unit.

The Mate 60 has been hailed by Chinese state media as a sign Huawei has overcome the U.S. sanctions.

And is seen as the company's first major effort to challenge Apple's dominance in the smartphone market.

It was launched without any fanfare last month during U.S. Commerce Secretary Gina Raimondo's visit to China.

The timing of Monday's event was also seen as symbolic.

It took place on the two-year anniversary of Huawei rotating Chairwoman Meng Wanzhou's return to China in 2021 after a nearly three-year detention over alleged attempts by Huawei-linked companies to sell equipment to Iran in breach of U.S. sanctions.

The extradition drama became a source of discord between Beijing and Washington.

Meng, Huawei founder's daughter, was allowed to return home after reaching an agreement with U.S. prosecutors.

Huawei updated its official website after the event to add prices for its Mate 60 Pro+, which will start from $1,230.