In an interview to the Chinese 21st Century Business Herald, Yu Chengdong, Huawei's Device Chairman revealed that the company is working to integrate a sapphire display in the successor of the Ascend P7.
In fact, during the interview, Chengdong pulled out a version of the phone rocking a sapphire display. The company seems close to launching a product rocking the extra durable screen, but it's unlikely it'll manage to do so before Apple.
Huawei's Device Chairman also revealed a couple of key steps the company plans to undertake. One of them is to grow its e-commerce presence and launch new online shops. Presumably, the end point is to broaden its market presence in markets outside Asia.
Finally, he noted that Huawei must increase its brand awareness, but that won't happen by trying to make a quick profit in the short term. To try and make a point, he even compared Huawei to Audi, saying that he wants the brand to be premium, and not like Volkswagen.