3 6 Ke·2025-11-12 11:51Core Insights - Global smartphone shipments are expected to decline by 1% year-on-year in the first half of 2025, indicating a weak market environment [1] - Apple's iPhone 17 series has unexpectedly performed well, particularly in China, with a 14% increase in sales during the first ten days post-launch and a total shipment of 10.1 million units in Q3, making it the only major brand to achieve positive growth [1][4] - Despite criticisms of Apple's product strategy, the iPhone 17 series has gained traction due to targeted marketing and hardware upgrades, such as the introduction of a 120Hz display in the standard model [5][10] Market Performance - The iPhone 17 series has seen strong demand in China, with over 8.25 million units activated by November 2, including 3.95 million units of the Pro Max model [4] - The iPhone 17 series has become Apple's best-selling smartphone in recent years, with a 29% year-on-year increase in sales in China during October [10] - Apple's dominance in the high-end market is evident, as it occupied half of the top ten spots in sales rankings during the Double 11 shopping festival, while Android competitors lagged behind [13] Product Strategy - Apple's recent product strategy has been characterized by incremental updates rather than major innovations, leading to the term "toothpaste squeezing" to describe the gradual rollout of features [5][19] - The iPhone 17 standard model's popularity is attributed to hardware upgrades, including a 120Hz display and increased storage capacity at the same price point [5][6] - The iPhone Air has struggled in the market, with activation rates significantly lower than the Pro series, leading to production cuts and delays in future releases [16][19] Supply Chain and Cost Management - Apple's supply chain improvements under CEO Tim Cook have allowed the company to maintain high profit margins, with the manufacturing cost of the iPhone 17 standard model's OLED panel reduced to approximately $40, down from $65 for the previous model [9] - The company has successfully synchronized global market releases and enhanced its bargaining power for key components, contributing to its profitability [9] Future Outlook - The smartphone market is expected to face challenges in 2026, with rising component costs leading to a projected 5% increase in global smartphone prices [22][23] - Apple is preparing for the launch of the iPhone 18 and a potential foldable phone, with ongoing developments in AI technology that may impact its competitive position [20][22]