第三季度全球智能手机市场增长3% 苹果出货量同比增长4%

Core Insights - The global smartphone market showed signs of recovery in Q3 2025, with shipments reaching 320.1 million units, a 3% year-on-year increase, following a decline in Q2 2025 [1] - Major brands like Samsung, Apple, Transsion, and Lenovo saw significant increases in shipments, contributing to the overall market growth [1][2] - The market is experiencing a polarization trend, with low-end and high-end segments expanding while the mid-range market remains weak [3] Market Performance - In Q3 2025, Samsung maintained its leading position with shipments of 60.6 million units (up 6% year-on-year), capturing 19% market share, followed closely by Apple with 56.5 million units (up 4%) and a market share of 18% [1][2] - The African market saw a remarkable 25% year-on-year increase in shipments, largely driven by Transsion's market investments post-inventory adjustments [2] - The Asia-Pacific region recorded a 5% year-on-year growth, marking the highest quarterly level since Q4 2021 [2] Regional Insights - North America and Greater China experienced declines in shipments, with the Chinese market seeing a 0.6% year-on-year drop, totaling 68.4 million units in Q3 2025 [3] - Apple's market share in China was 15.8%, reflecting a slight increase of 0.6% year-on-year [3] Challenges and Strategies - The industry faces challenges such as component shortages and rising costs, which are expected to impact end-product pricing and suppress demand in the low-end market [4] - Companies are likely to adopt various strategies to maintain profitability, including prioritizing high-margin models and enhancing supply chain negotiation power [4] - Recent price increases for mid-to-high-end flagship smartphones are attributed to rising raw material costs, affecting pricing strategies throughout the product lifecycle [5]