iPhone 17e将至，苹果多线出击

Core Insights - Apple is experiencing a significant year with upgrades across its product lines, including the upcoming launch of the iPhone 17e, a new low-end iPad, and an updated iPad Air in the first half of next year [1][2] Product Launches - The iPhone 17e is expected to be launched in early 2024, featuring the A19 chip and a similar design to the iPhone 16e, with a starting price of approximately 4499 RMB [1] - A new low-end iPad is anticipated to be released around March or April 2026, equipped with a faster A18 chip to enhance its value proposition [1] - The first batch of Mac laptops with the M5 chip and new displays is nearing mass production, with plans for release between the end of this year and the first quarter of next year [2] Market Demand and Sales Performance - The iPhone 17 series has seen a 10%-15% increase in global demand compared to the iPhone 16 series, indicating a new growth cycle for Apple [3] - The iPhone 17 series achieved record sales, surpassing last year's total sales within the first minute of pre-orders, with the 256GB version being particularly popular [2] Competitive Landscape - The high-end smartphone market is becoming saturated, with a shift towards stock competition and extended upgrade cycles, leading to stagnant overall shipment growth [6] - In the first half of 2025, Apple maintained a 62% market share in the high-end segment, although its share has slightly declined due to faster growth from other OEMs [6][7] - In China, Apple shipped approximately 10.1 million units in Q2 2025, resulting in a 15% market share, a decline of 1 percentage point year-on-year, while Huawei regained the top position with 12.2 million units shipped [7] Strategic Initiatives - Apple is increasing its investment in direct sales channels, including re-entering the Douyin platform for online sales, which contributed 16.1% of sales during the iPhone 17 series pre-sale [8] - The company has also participated in national trade-in subsidies for the first time, significantly lowering prices to align with market demands [8]