Analysts say its new product launches could mark a first step in the company's come-back efforts to rival Apple. "It (Huawei) can manage the psychological expectations of the target consumer group before Apple's press conference," said Ivan Lam, an analyst at Counterpoint. Sino-U.S. friction has worsened in recent years as Washington tries to restrict China's access to key technologies including cutting-edge chip technology, and Beijing looks to reduce its reliance on American tech. The U.S. Commerce Department said late Thursday it's working to obtain more information "on the character and composition" of the new Huawei chip that may violate trade restrictions. White House National Security Adviser Jake Sullivan told reporters on Air Force One the U.S. government is trying to get more information about the Huawei chip.

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Persons: Ann Wang, Ivan Lam, Jake Sullivan, Rick Meckler, Taiwan's TSMC, Ben Blanchard, Jeanny Kao, Brenda Goh, Jason Xue, Yelin, Sam Nussey, Miyoung Kim, Clarence Fernandez Organizations: Taiwan Semiconductor Manufacturing, REUTERS, Rights, Huawei, Apple, U.S, China's, Analysts, Reuters, Bank of America, Street, Washington, U.S . Commerce Department, National, Air Force, Qualcomm, Broadcom, Texas, Cherry Lane Investments, Tokyo, ASE Technology, Luxshare Precision Industry, Semiconductor, Technology, Semiconductor Manufacturing International Corp, Thomson Locations: Hsinchu, Taiwan, Rights TAIPEI, U.S, Beijing, China, Asia, Japanese, iPhones, Shenzhen, Shanghai, Yelin Mo, Tokyo