Zhi Tong Cai Jing·2025-06-11 03:52Core Viewpoint - The smartphone purchasing intention is weakening, particularly in the U.S. market, with a future 12-month purchasing intention of 36%, showing a month-on-month decline and year-on-year stability [1][12]. Group 1: Market Trends - The ideal replacement cycle for smartphones has extended to 31.1 months, indicating a slowdown in replacement behavior [2][13]. - U.S. purchasing intention has significantly dropped to 37%, down from 50% and 44% in the previous quarters [2][12]. - Despite a 3.2% year-to-date increase in smartphone sales as of April, the overall forecast for global smartphone sales remains conservative, with only a 1% year-on-year growth expected in 2025 and flat growth in 2026 [2][9]. Group 2: Impact of Tariffs - Tariffs are affecting global smartphone buyer sentiment, with 19% of respondents citing concerns over tariffs impacting prices as a reason for not purchasing [3][10]. - Among those likely to purchase a smartphone in the next 12 months, 82% are willing to accept some price increase due to tariffs, but 62% would seek cheaper alternatives if the increase is deemed excessive [3][13]. - The potential for OEMs to raise prices to offset tariff impacts could lead to a broader price increase across the market, affecting demand [3][10]. Group 3: Consumer Interest in AI Features - Interest in generative AI features in smartphones is slowly increasing, but it has not yet translated into significant changes in purchasing behavior [4][14]. - Only 34% of respondents indicated they would purchase a smartphone earlier or pay extra for generative AI features, suggesting that interest has not yet driven substantial demand [4][14]. Group 4: Stock Recommendations - UBS maintains a positive outlook on several smartphone-related stocks, including ASE, Broadcom, Hon Hai, and MediaTek, among others, with buy ratings [5][8]. - Caution is advised for Hua Hong Semiconductor, rated as a sell, and LG Display, rated neutrally [6][7].