Wow, Huawei went all out. And they are also announcing everything to match what Apple did and might do, including Huawei Sound (to compete with HomePod), the Free buds Pro and Studio (such apt naming ), even Huawei Eyewear II.... It's like they did anything that Apple is rumored to do.
As for the Mate 40 phones, they seem to have awesome features. As an ex Huawei (Honor) user, I can say that Huawei really makes great phones with great quality. They really give Samsung a run for their money. And they keep showing it here. But, as we all know, the lack of GMS is simply a dealbreaker.
Hopefully we can see Huawei back (the sale of their Honor brand might be a workaround). Samsung is great, but they got to this point because of competition.