ByteDance is developing an AI smartphone codenamed “Doubao Phone,” manufactured by ZTE as its ODM (Original Design Manufacturer) partner. Slated for release by late 2025 or early 2026, the device will first undergo internal testing within ByteDance’s teams, with no immediate plans for commercial sale. The project is spearheaded by ByteDance’s Ocean team, a division under the broader AI product group Flow. Ocean oversees multiple AI hardware initiatives, including the Ola Friend smart earbuds (launched in 2024), under-development AI glasses, and undisclosed devices. Led by Kayden, Ocean reports to Flow’s head Alex Zhu and incorporates teams from acquired entities like smartphone maker Smartisan, VR brand PICO, and headphone manufacturer Oladance (acquired in 2024). Notably, it also recruited former Honor executives, including ex-CEO Zhao Ming, who joined post-2024.
ByteDance’s smartphone venture began in mid-2024, coinciding with its acquisition of Oladance. Initially positioning itself as an AI solutions provider, ByteDance sought partnerships to embed its Doubao large model into third-party devices, including ZTE’s Nubia brand. However, negotiations failed as smartphone manufacturers prioritized proprietary AI development, viewing large models as core differentiators. Analysts noted that rivals like OPPO and Honor opted for smaller AI startups (e.g., Jumping Star, 智谱) to retain control.
This shift mirrors historical industry disruptions, with executives comparing AI’s impact to the iPhone/Android revolution. Consequently, ByteDance shifted to in-house development, retaining ZTE for hardware design and production while handling AI integration and OS customization. This aligns with CEO Liang Rubo’s 2025 AI roadmap, emphasizing UI innovation (e.g., proactive AI interactions) and scale.
ByteDance’s hardware history includes educational devices (e.g., Dali Smart Lamp) and PICO’s VR ecosystem, though both scaled back. The Doubao Phone aims to achieve an “AI trinity”—integrating large models, super apps (e.g., TikTok), and hardware—a feat only Google currently accomplishes with Gemini, Android, and Pixel.
On August 20, Google will unveil the Pixel 10 series, featuring AI tools like instant photo suggestions and “Pixel Sense” voice assistants. Despite these innovations, Pixel holds <1% global market share.
In a recent statement, ByteDance clarified that while Doubao’s AI capabilities are being opened to external hardware partners, none of these collaborations involve its proprietary smartphone development.
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