Apple(US:AAPL) 首席商业评论·2026-01-19 05:09Core Viewpoint - The smartphone market in 2025 is characterized by intense competition and differentiation, with Apple and Samsung maintaining their dominance while other brands like Huawei, Xiaomi, vivo, and OPPO face significant challenges [5][9]. Global Market Summary - The global smartphone market saw a 1.9% growth in 2025, with total shipments reaching 1.26 billion units. Apple and Samsung accounted for nearly 40% of the market share, with shipments of 247.8 million (up 6.3%) and 241.2 million (up 7.9%) respectively [6][7]. - Xiaomi, vivo, and OPPO experienced mixed results, with Xiaomi's shipments declining by 1.9% to 165.3 million, while vivo and OPPO saw slight increases and decreases in their market positions [6][7]. Chinese Market Summary - In China, the smartphone market saw a slight decline of 0.6% in 2025, with total shipments of 28.46 million units. Huawei reclaimed the top position with 46.7 million units (16.4% market share), narrowly surpassing Apple at 46.2 million units (16.2% market share) [8][10]. - The competition among the top five brands in China is fierce, with Huawei, Apple, and vivo closely contesting for market share, while Xiaomi and OPPO lag behind [8][10]. Competitive Dynamics - Huawei's success is attributed to its self-developed Kirin chips and the growing maturity of its HarmonyOS ecosystem, which enhances user experience across devices [15][19]. - Apple, despite losing the annual championship, demonstrated strong brand loyalty and market presence, particularly in the high-end segment, achieving a 21.1% market share in Q4 2025 [12][17]. - The competition among Xiaomi, vivo, and OPPO is marked by varying strategies, with Xiaomi focusing on global expansion and automotive ventures, while vivo maintains a stable domestic presence and OPPO struggles with market share [21][24]. Future Outlook - The smartphone market is expected to face challenges in 2026, with predictions of a 3-4% decline in overall shipments. However, the high-end market is projected to grow, leading to increased competition and differentiation based on cost and technology [26][28]. - Key trends for 2026 include the rise of foldable phones and AI integration, with companies like Apple and Huawei preparing to enhance their product offerings in these areas [29][32]. - The market will likely see a consolidation of power among leading brands, with those possessing strong brand equity and technological capabilities gaining a competitive edge [33].