Apple(US:AAPL)2025-12-15 01:55Investment Rating - The report maintains a cautious outlook on the smartphone industry, with a preference for component suppliers over OEMs due to rising memory prices and supply challenges [5][8]. Core Insights - The smartphone industry is expected to face challenges in 2026, with limited unit growth forecasted at +1.0% YoY in 2026 and +2.0% YoY in 2027, following a +3.5% YoY growth in 2025 [2][8]. - The UBS Evidence Lab 4Q25 Smartphone Survey indicates a moderate increase in purchase intent, with 40% of respondents planning to buy a smartphone in the next 12 months, up from 36% in 2Q25 [3][19]. - Rising memory prices are projected to significantly impact Bill of Material (BOM) costs, potentially accounting for approximately 14% of flagship smartphone BOM costs and 34% of mid-range/lower-end smartphone BOM costs by 4Q26 [4][101]. Summary by Sections Industry Outlook - The smartphone market is anticipated to grow moderately, with unit sell-in forecasts slightly raised to 1.27 billion units in 2025 and 1.28 billion units in 2026, reflecting a +3.5% and +1.0% YoY growth respectively [50][55]. - The average age of the smartphone installed base has decreased to 22.0 months, indicating a normalization in the replacement cycle [30][44]. Purchase Intent Trends - Purchase intent for the iPhone 17 series is strong, with 66% of respondents interested in this model, up from 61% for the iPhone 16 series [3][89]. - Retention rates for Apple and Samsung remain stable at 87% and 75% respectively, while Chinese OEMs have seen declines in retention rates [59][61]. Component Supplier Preference - The report favors component suppliers such as ASE, SK Hynix, and TSMC, while maintaining neutral ratings on major OEMs like Apple, Lenovo, and Xiaomi, and a buy rating on Samsung Electronics [5][8]. - The memory supply shortage is expected to create significant challenges for OEMs, particularly smaller ones, as they may struggle to secure adequate memory supply [4][110].