Apple(US:AAPL) 21世纪经济报道·2025-09-10 09:06Core Viewpoint - Apple's annual fall event showcased significant updates across its product line, emphasizing design as a cornerstone of its business strategy, with the introduction of the iPhone 17 series and the new iPhone Air model, which is touted as the thinnest iPhone ever [1][10]. Product Launch Highlights - The iPhone 17 series includes four models: iPhone 17, iPhone Air, iPhone 17 Pro, and iPhone 17 Pro Max, with prices starting at 5999 yuan and going up to 17999 yuan [1]. - The iPhone Air, at only 5.6 mm thick, replaces the Plus version and is positioned as a high-end product, showcasing Apple's design prowess while maintaining flagship performance with the latest A19 Pro chip and other advanced components [5][6]. Strategic Implications of iPhone Air - The iPhone Air serves as a strategic experiment for Apple, allowing it to test new lightweight components and energy management technologies, potentially paving the way for future foldable devices [3][6]. - It is positioned as a complement to the Pro series, enhancing Apple's high-end brand image while providing a differentiated choice for consumers focused on design [6]. - The introduction of the Air model is seen as a move to balance sales and profitability, targeting both developed and emerging markets without cannibalizing existing products [6]. Upgrades in Other Product Lines - Apple also updated its wearable devices, including the Apple Watch Ultra 3 and Apple Watch Series 11, aiming to regain growth in a segment that has seen a decline in revenue over the past seven quarters [7]. - The AirPods Pro 3 received enhancements in noise cancellation and health monitoring features, although the translation function requires an AI-enabled iPhone [7]. AI Integration Challenges - Despite the successful product launches, Apple has been criticized for its slow integration of AI features compared to competitors, which may impact user upgrade decisions and long-term market positioning [8]. - In China, Apple holds about 40% of the AI-enabled smartphone market share but lacks proprietary AI functionalities, leading users to rely on third-party applications [8]. Market Position and Future Outlook - Apple's product line expansion reflects a steady approach to maintaining its dominant position in the high-end smartphone market, with a focus on incremental improvements rather than radical changes [10][11]. - The company is expected to introduce foldable devices in the future, with projections estimating shipments of 8 to 10 million units by 2026 and growth to 25 million units by 2027 [10]. - In the competitive landscape, Apple remains the largest brand in the high-end smartphone market, with a 62% market share, although it faces increasing pressure from competitors like Huawei and Xiaomi, particularly in China [15][16].