Apple(US:AAPL) Guan Cha Zhe Wang·2026-01-12 14:21Core Insights - The global smartphone market is projected to grow by 2% year-on-year in 2025, with Apple leading the market with a 20% share and a 10% growth rate [1] - The growth is driven by increased demand for high-end devices, recovery in key emerging markets, and the rising adoption of 5G devices [1] - The smartphone market's performance varies across regions, with emerging markets offsetting weaknesses in mature markets [1] Group 1: Market Performance - In Q4 2025, smartphone shipments stabilized with a 1% year-on-year growth, with Apple capturing a quarter of global shipments, marking its highest historical share [1] - Samsung follows with a 17% market share and a 5% year-on-year growth, driven by its mid-range Galaxy A series and high-end Galaxy Fold7 and S25 series [4] - Xiaomi holds a 13% market share, maintaining stability through a balanced product portfolio and strong execution in emerging markets [4] Group 2: Company Strategies - Apple's growth in 2025 is attributed to its expansion in emerging and mid-tier markets, supported by a strong product lineup, particularly the iPhone 17 series [3] - The iPhone 17 standard version has seen sales in China nearly double compared to the iPhone 16, aided by a strategy of enhancing specifications without increasing prices [4] - Vivo ranks fourth with a 3% year-on-year growth, benefiting from its high-end strategy and strong offline execution in India [5] Group 3: Competitive Landscape - OPPO's shipments declined by 4% year-on-year due to weak demand in its home market and intense competition, despite some growth in India and the Middle East [5] - Nothing and Google recorded impressive growth rates of 31% and 25% year-on-year, respectively, indicating strong performance outside the top five [6] Group 4: Future Outlook - The outlook for 2026 is cautious, with expectations of a market downturn due to supply chain constraints and rising component costs, leading to a 3% downward revision in shipment forecasts [7] - Apple and Samsung are expected to remain resilient due to strong supply chain capabilities and high-end market positioning, while lower-tier Chinese OEMs may face greater challenges [7]