Huawei Technologies
The Chinese tech and telecom giant Huawei is reporting steady smartphone growth amidst issues with the US including the US blacklisting. (Photo: Reuters / Hannibal Hanschke)

The United States' ongoing trade ban against it has now forced China's Huawei Technologies to delay the release of its new flagship smartphone in Europe.

The delay is mainly caused by the company's loss of access to Google's various apps and services, essentially decreasing the usability of its product in its largest overseas market.

Huawei announced this week that it has decided to delay the sale of its brand new Huawei Mate 30 flagship device in Europe.

The announcement was made during the flagship smartphone's official launch in Munich, Germany on Thursday. Huawei did not mention a specific timetable for the official public release of the handset in Europe.

Due to the US' continued trade ban, which had forced Google to end its contract with Huawei, the Shenzhen-based tech firm had to create its own mobile software ecosystem in response. The end of its partnership with Google essentially meant that its devices would no longer have access to services such as Google Maps and Google Play; services that are very popular with users outside of China.

According to industry experts, the lack of Google-made apps has dramatically reduced the value and usability of Hauwei's products outside of China. Huawei has done a great job of creating an entirely new software ecosystem for its devices, but it will still take a lot of time for it to catch on with overseas users.

To fill up its relatively new Huawei Mobile Services (HMS) ecosystem with useful apps, Huawei recently revealed that it will be spending around $1 billion as incentives for HMS app developers.

During the launch of its new Mate 30 flagship, Huawei's Consumer Business Group Chief Executive Richard Yu openly invited global developers to try out its new HMS ecosystem. Yu also boasted to attendees that the company's HMS app gallery now has more than 570 million monthly active users, who have mostly enjoyed the gallery's various music, video, and cloud services.

Huawei had already made its products, which are running its new software ecosystem, available in China. The company is attempting to take the lead over other Chinese manufacturers running Google-based software. While it is currently struggling to achieve that goal, the company is slowly gaining traction.

While the US' ban against Huawei still stands, the country has granted the company some reprieve by allowing it to continue buying components from its US suppliers. Unfortunately, the easement does not apply to Huawei's products, which means that its new smartphones are still not able to use licensed Google apps and services.