Cherry
Cherry is a Philippine consumer-electronics brand, formerly known primarily as Cherry Mobile, operated by Cosmic Technologies.
Last updated August 31, 2026
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Overview
Cherry is a Philippine consumer-electronics brand operated by Cosmic Technologies. It was established in 2009 by Maynard Ngu and initially developed its market identity as Cherry Mobile, importing mobile phones manufactured in China and selling them under its own brand. The business concentrated on accessible smartphones and feature phones for Philippine consumers, competing in a price-sensitive market in which dual-SIM capability, large displays, mobile connectivity and low purchase prices were important differentiators. The brand became particularly associated with early adoption of multi-SIM devices. It was described as the first legal mobile-phone brand in the Philippines to offer phones with dual-SIM and triple-SIM systems. Cherry Mobile also entered into an exclusive partnership with Microsoft that enabled it to market a Windows-enabled phone in the Philippines. Its product portfolio subsequently included devices using Android, Windows and Windows Phone, although Android became the principal platform for later smartphones. Cherry Mobile broadened its distribution beyond the Philippines during the 2010s. In 2013 it expanded into Thailand and Myanmar, and in 2016 it established an official European presence by beginning distribution in Germany. The company also experimented with adjacent brand architecture. In 2015 Cosmic Technologies introduced Cubix, a separate smartphone label aimed at budget-priced midrange devices and distributed through Lazada Philippines. The same year, Cosmic Technologies and Philippine rival MyPhone participated in Google's Android One initiative, releasing phones based on Google's reference designs and MediaTek hardware. The Cherry Mobile smartphone portfolio was organized around several recognizable product families. Flare served as the mainstream budget Android range from 2012 to 2020. Successive generations introduced larger displays, LTE, fingerprint readers, USB-C and other features that had previously been more common in higher-priced devices. The Flare S7 family added a notched display, wireless charging and infrared-assisted face unlocking, while the Flare S8 generation included a model with a motorized pop-up selfie camera. In late 2020, the company replaced the Flare designation in its S-series with the Aqua name, including products such as the Aqua S9, Aqua Infinity and Aqua S9 Max. In 2020, Cherry Mobile became part of a broader CHERRY brand system and adopted a new name and logo. The reorganization placed mobile devices alongside related Cosmic Technologies brands and businesses including Cherry Prepaid, CherryRoam, Cherry Home and Cherry Pet. This change reflected a move from a primarily mobile-phone identity toward a wider consumer-technology portfolio. Cherry Prepaid, the group's Globe-powered telecommunications arm, later ceased operations in March 2023 after users were notified that the service would close and were advised to move to TM. The available reference material does not establish the current scale of Cherry's operations, ownership beyond Cosmic Technologies, or a complete current product catalogue.
History
Cherry was founded in the Philippines in 2009 by Maynard Ngu under the name Cherry Mobile. The company operated through Cosmic Technologies and built its business by importing mobile phones manufactured in China, then marketing them under a Philippine brand. This model allowed Cherry Mobile to compete in the country's value segment without relying on a fully vertically integrated manufacturing operation. One of the brand's early differentiators was support for multiple Subscriber Identity Module cards. Cherry Mobile was identified as the first legal mobile-phone brand in the Philippines to market dual-SIM and triple-SIM systems. Multi-SIM products were relevant in a market where consumers often managed separate networks for pricing, coverage or personal and business use. The company also pursued platform partnerships. An exclusive relationship with Microsoft enabled it to market a Windows-enabled phone in the Philippines, and its product range included Android, Windows and Windows Phone devices at different stages. In 2010, Cherry Mobile received the IT Company of the Year award at the third CyberPress Awards, according to the brand's Wikipedia history. The company expanded internationally in 2013 by distributing products in Thailand and Myanmar. In 2015 it joined Google's Android One program alongside Philippine competitor MyPhone. The participating companies released smartphones based on Google's reference designs and a MediaTek MT6582 quad-core system-on-chip. Cosmic Technologies also created Cubix in 2015, a separate budget-to-midrange smartphone brand whose first product was the Cubix Cube. The Cubix Cube included 2 GB of RAM, 16 GB of storage, a 13-megapixel rear camera and an 8-megapixel front camera, and was sold with the Lazada application through Lazada Philippines. Cherry Mobile continued to use operating-system partnerships as part of its product strategy. In June 2015, Cosmic Technologies announced the Alpha Prime 4 and Alpha Prime 5, intended to run Windows 10 Mobile. The Alpha Prime 4 used a four-inch display, while the Alpha Prime 5 used a five-inch display; the two models differed in memory, storage and camera specifications. The company also extended its distribution footprint to Europe in 2016, beginning official sales activity in Germany. The Flare family became Cherry Mobile's central mainstream budget Android line from 2012 through 2020. The original Flare was announced in October 2012 and went on sale the following month. Later generations adopted larger HD screens, LTE connectivity, fingerprint readers, USB-C and high-capacity batteries. The Flare S7 generation, launched in 2018, included the S7 Plus with a notched TrueView display, wireless charging and an infrared face-unlock camera. In 2019 the Flare S8 family expanded into seven variants; the S8 Plus used a full-screen design and a motorized pop-up dual selfie camera. Late in 2020, the company changed the naming of its S-series from Flare to Aqua. Aqua models included the Aqua S9, Aqua Infinity and Aqua S9 Max. The Aqua S9 and Aqua S9 Max later received smartphone-of-the-year recognition from Gizguide in entry-level and budget categories respectively. That same period saw the transition from Cherry Mobile to the broader CHERRY identity, with a new logo and related product or service brands such as Cherry Prepaid, CherryRoam, Cherry Home and Cherry Pet. Cherry Prepaid, the group's Globe-powered telecommunications arm, announced its closure to customers through a January 2023 SMS advisory and discontinued service in March 2023, recommending TM as an alternative. The available sources do not provide enough information to establish whether the principal Cherry device business remains active at full scale, its current headquarters, or its present executive structure.
- 2023
Cherry Prepaid closes
[1]The group's Globe-powered Cherry Prepaid service ends operations in March.
- 2020
Brand architecture changes to CHERRY
[1]Cherry Mobile becomes part of the broader CHERRY brand and adopts a new name and logo.
- 2019
Flare S8 family expands
[1]Cherry Mobile introduces seven Flare S8 variants, including the S8 Plus with a motorized pop-up dual selfie camera.
- 2018
Flare S7 family launches
[1]The Flare S7 range introduces designs and features including a notched display, wireless charging and infrared-assisted face unlocking.
- 2016
German distribution begins
[1]Cherry Mobile establishes official distribution in Germany.
- 2015
Android One partnership
[1]Cosmic Technologies works with Google on Android One smartphones based on Google's reference designs.
- 2015
Cubix is introduced
[1]Cosmic Technologies launches Cubix as a separate budget-oriented smartphone brand, beginning with the Cubix Cube.
- 2015
Alpha Prime Windows 10 Mobile announcement
[1]Cherry Mobile announces the Alpha Prime 4 and Alpha Prime 5 Windows 10 Mobile handsets.
- 2013
Expansion into Thailand and Myanmar
[1]The brand begins distributing products in Thailand and Myanmar.
- 2012
Flare smartphone line begins
[1]Cherry Mobile introduces the Flare family, which becomes its principal mainstream budget Android smartphone range.
Products and positioning
Accessible, value-oriented consumer technology, with an emphasis on affordable smartphones and locally marketed feature sets such as multi-SIM support.
Budget Android smartphones · 2012
Flare
The Flare family was Cherry Mobile's mainstream budget Android smartphone line from 2012 until its replacement by the Aqua naming system in 2020. Across successive generations, the range added larger HD screens, LTE, fingerprint security, USB-C and high-capacity batteries. The family included the Flare S6, S7 and S8 generations, with models positioned from entry-level devices to more feature-rich affordable smartphones.
Android smartphones · 2020
Aqua
Aqua replaced the Flare designation for Cherry's S-series in late 2020 as part of the broader CHERRY brand transition. Known models include the Aqua S9, Aqua Infinity and Aqua S9 Max. The Aqua S9 and Aqua S9 Max received Gizguide smartphone-of-the-year recognition in entry-level and budget categories, respectively.
Windows 10 Mobile smartphones · 2015
Alpha Prime 4 and Alpha Prime 5
The Alpha Prime 4 and Alpha Prime 5 were Cherry Mobile handsets announced in 2015 for Windows 10 Mobile. They used Qualcomm Snapdragon 210 quad-core processors and supported 3G and selected LTE bands. The Alpha Prime 4 had a four-inch display, while the Alpha Prime 5 had a five-inch display and higher memory and camera specifications.
Budget-to-midrange smartphone · 2015
Cubix Cube
The Cubix Cube was the first smartphone under Cosmic Technologies' Cubix label, introduced in 2015. It targeted the growing budget midrange segment and included 2 GB of RAM, 16 GB of internal storage, a 13-megapixel rear camera and an eight-megapixel front camera. It was distributed through Lazada Philippines and bundled with the Lazada application.
Prepaid telecommunications service
Cherry Prepaid
Cherry Prepaid was a Globe-powered telecommunications arm associated with the broader CHERRY brand. The service notified users in January 2023 that it would close and ceased operations in March 2023, advising customers to transfer to TM.
Controversies
2019
Cherry amended giveaway after criticism over exclusion of female gamers
A promotional giveaway that initially excluded female gamers generated criticism and a boycott by some users in China. Cherry said women would also receive prizes and amended the promotion.
2019
Giveaway exclusion of female gamers
A Cherry giveaway was criticized because its original terms excluded female gamers. Some users in China responded with a boycott. The company said it would provide prizes to women as well and changed the promotion.
2019
Cherry giveaway criticized for excluding female gamers
A promotional giveaway drew criticism because its stated eligibility excluded female gamers. The controversy prompted calls for a boycott from some users in China, after which Cherry said women would also be eligible for prizes and amended the promotion.
2019
Controversy over exclusion of female gamers
A Cherry giveaway attracted criticism because its announced eligibility excluded female gamers. Some users in China called for a boycott. The company responded by saying that women would still receive prizes and changing the terms of the promotion.
Brand decisions
2023
Closure of Cherry PrepaidOtherBackground
Cherry Prepaid operated as a Globe-powered telecommunications service within the broader CHERRY brand system.
Action taken
The service notified customers of its planned closure and discontinued operations in March 2023, recommending TM as an alternative.
Aftermath
Cherry Prepaid ceased to be an operating service. No financial or subscriber figures are provided in the available source.
2020
Transition from Cherry Mobile to CHERRYStrategyBackground
Cosmic Technologies had expanded beyond mobile phones into related consumer and connectivity offerings.
Action taken
The company placed Cherry Mobile within a broader CHERRY brand architecture, introduced a new name and logo, and grouped it with brands such as Cherry Prepaid, CherryRoam, Cherry Home and Cherry Pet.
Aftermath
The rebrand broadened the identity from a mobile-phone label to a wider consumer-technology brand. The Flare S-series naming was also replaced by Aqua.
2015
Participation in Android OneProduct launchBackground
Google's Android One initiative used reference hardware and software specifications to support affordable smartphones in developing markets.
Action taken
Cosmic Technologies partnered with Google and released a Cherry Mobile Android One device using a MediaTek MT6582 quad-core platform.
Aftermath
The partnership placed Cherry Mobile within Google's standardized affordable-smartphone program, although the available source does not document longer-term commercial results.
- MyPhone — MyPhone participated in the same Android One initiative and released its own device based on Google's reference design.
Recent events
Reported
CHERRY launches rechargeable DW 9100 SLIM desktop set[3]
Cherry Americas announced the launch of the rechargeable CHERRY DW 9100 SLIM keyboard and mouse combo. The set is available to order at a recommended retail price of $109.99.
Reported
Cherry completes IPO and begins trading in Frankfurt[4]
Cherry AG completed its IPO and began trading on the Frankfurt Stock Exchange on June 29, 2021. The offering raised approximately EUR 416 million, including EUR 138 million in gross proceeds from newly issued shares.
Reported
CHERRY announces acquisition of Active Key[5]
CHERRY announced that it would acquire Active Key GmbH & Co. KG, a Germany-based manufacturer of hygienic, washable keyboards and mice for medical and industrial markets.
Reported
Cherry acquires Active Key[6]
Cherry acquired Active Key, a German maker of hygienic, washable keyboards and mice for medical and industrial end-markets.
Reported
CHERRY announces MW 4500 LEFT wireless mouse[7]
Cherry Americas announced the release of CHERRY’s MW 4500 LEFT, a new wireless mouse designed for left-handed users.
Reported
Cherry launches Stream wireless keyboard and mouse bundle[8]
Cherry launched the Stream desktop bundle, which includes a wireless keyboard and mouse and is priced at 54.99 euros.
- Unconfirmed
Reported
CHERRY and Bilibili co-branded keyboard enters presale[9]
CHERRY and Bilibili introduced a co-branded keyboard based on the CHERRY G80-3000 S TKL, and presales opened on JD.com at a stated price of 569 yuan.
Reported
Argand Partners completes acquisition of Cherry[10]
Argand Partners announced that it completed its acquisition of Cherry GmbH.
Reported
CHERRY announces a pink limited-edition MX 3.0S keyboard[11]
CHERRY announced a pink limited-edition MXBOARD 3.0S RGB mechanical keyboard for a livestream with Viya on July 28. The article describes it as a limited-edition product and says the livestream would offer it at a special price.
Reported
Cherry unveils Viola mechanical keyboard switch[12]
Cherry unveiled its lower-cost Viola switch at CES 2020. The switch is designed to enable keyboard makers to produce less expensive mechanical keyboards.
Sources15 sources
- 1Cherry (brand)en.wikipedia.org
- 2Cherry amended giveaway after criticism over exclusion of female gamersen.wikipedia.org
- 3CHERRY 发布可充电 DW 9100 SLIM 桌面套装openpr.com
- 4Cherry完成首次公开募股并在法兰克福开始交易prnewswire.com
- 5CHERRY宣布收购Active Keyfinance.sina.com.cn
- 6Cherry收购Active Keyprivateequityinternational.com
- 7CHERRY宣布推出 MW 4500 LEFT 无线鼠标openpr.com
- 8Cherry推出Stream无线键鼠组合finance.sina.com.cn
- 9CHERRY 与 B 站联名键盘开启预售finance.sina.com.cn
- 10Argand Partners完成对Cherry的收购prnewswire.com
- 11CHERRY推出樱粉限定版MX 3.0S键盘diy.zol.com.cn
- 12Cherry推出Viola机械键盘开关tech.sina.com.cn
- 13华为携手生态合作伙伴提升用户体验hy.stock.cnfol.com
- 14CHERRY收购医疗卫生级键盘和鼠标厂商Active Keychinaz.com
- 15CHERRY推出全新Viola轴体 全面打入机械键盘低端市场itbear.com.cn
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