Apple(US:AAPL) 智通财经网·2026-01-30 13:23Global Market: Micro Growth and Core Drivers - The global smartphone shipment volume is projected to reach approximately 1.2 billion units in 2025, reflecting a year-on-year growth of 1.0% [2] - High-end models are identified as the main growth driver, with Apple expected to ship around 231 million units, marking a 6.5% increase [2] - Samsung is anticipated to ship about 230 million units, showing a 2.8% growth, supported by its self-developed storage and comprehensive supply chain [2] - Vivo and OPPO are expected to maintain stable shipment volumes of approximately 104 million and 102 million units, respectively, leveraging supply chain advantages [2] Domestic Market: Competition Among Leading Brands - The domestic smartphone shipment volume is estimated at 280 million units in 2025, with a slight decline of 0.2% year-on-year [6] - Huawei is projected to lead the domestic market with approximately 46.9 million units shipped, benefiting from strategic pricing adjustments [6][8] - Apple is expected to ship around 46.8 million units domestically, achieving an 8.8% growth due to a strong competitive strategy [6][8] - Vivo's domestic shipment is estimated at 46.4 million units, facing a decline of 5.4% year-on-year, while Xiaomi and OPPO are expected to ship 43.8 million and 43.6 million units, respectively [8] Future Outlook: Market Pressure and Transformation - The global smartphone shipment volume is forecasted to decline to approximately 1.14 billion units in 2026, representing a 4.4% decrease [9][10] - Continued high storage prices are expected to exert cost pressures on manufacturers, prompting further optimization of product structures and operational efficiencies [9] - The competitive landscape is shifting from hardware specifications to a focus on cross-device experiences and service capabilities, with ecosystems like Huawei's HarmonyOS and Apple's iOS becoming increasingly important [9]