Huawei’s P9 has become the company’s first flagship to sell more than 10 million handsets, it has been announced. Since its announcement in April 2016, Huawei has moved a lot of phones it seems, highlighting Huawei’s fortunes locally and worldwide in breaking into the upper echelon of smartphone sales.

In Q3 2016, Huawei shipped a total of 33.59 million smartphones, which represents a 23% year-on-year increase. Of that figure, around 13.5 million are mid-tier or high-end devices, and the company has made significant break-throughs in European markets.

This probably isn’t surprising, given their enormous advertising push in those markets, including the UK, France, and Germany. I know that at MWC last year, for example, Huawei ads wereย everywhere across Europe, in airport terminals, train stations, on buses and taxis, billboards and in stores.

It’s easy to be unaware of Huawei’s success locally, as the company hasn’t quite made the inroads in the Australian market that it has overseas, but they’re well on track, delivering affordable handsets with premium features time after time.

With plans to revamp EMUI to make it more relevant and appealing to western markets, we expect big things from Huawei in 2017.