Apple(US:AAPL) 2 1 Shi Ji Jing Ji Bao Dao·2025-09-10 23:10Core Insights - The core focus of Apple's annual fall event was on design as a foundational element of the company, with significant updates to its product line, including the introduction of the iPhone 17 series and the new iPhone Air model [1][7] Product Launches - Apple launched four new models: iPhone 17, iPhone Air, iPhone 17 Pro, and iPhone 17 Pro Max, with prices starting at 5999 yuan and going up to 17999 yuan [1] - The iPhone Air, touted as the thinnest iPhone ever at 5.6 mm, replaces the Plus version and is seen as a strategic new category for Apple [2][3] - The iPhone 17 standard version features an A19 chip and a dual-camera system, while the Pro models received significant upgrades in imaging capabilities [3] Strategic Positioning - The iPhone Air serves three key functions: a testing ground for ultra-thin designs, a high-end complement to the Pro series, and a means to optimize profits by capturing both developed and emerging market demands [3] - Apple's approach to product line management emphasizes gradual evolution rather than aggressive diversification, maintaining a strong brand image and market position [8] Wearable Technology Updates - Apple also updated its wearable technology, including the Apple Watch Ultra 3, Series 11, and SE 3, aiming to regain growth in a segment that has seen a revenue decline over the past seven quarters [4] - The Apple Watch business has surpassed $100 billion in cumulative revenue, but faces increasing competition, particularly from Huawei [4] AI Integration Challenges - Despite the lack of a strong emphasis on AI features during the event, analysts noted that Apple is perceived as a latecomer in the AI space, which could impact user upgrade decisions [5][6] - Apple's market share in AI-capable smartphones in China is approximately 40%, but the absence of proprietary AI features may drive users to third-party applications [5] Market Dynamics - The global smartphone market is increasingly competitive, with high-end market growth driven by various manufacturers, including Huawei and Xiaomi, which are gaining market share in China [10][12] - Apple's high-end market share remains strong at 62%, but it has seen a slight decline due to faster growth from competitors [10][12] Future Outlook - Analysts predict that Apple will introduce a foldable iPhone by 2026, with expected shipments of 8 to 10 million units in the first year [7] - The company is strategically waiting for the market to mature before entering the foldable segment, which aligns with its historical approach to product launches [7][9]