"耕耘市场，最重要的是下慢功夫"（经济聚焦·中国品牌圈粉海外） 转自：人民日报 原标题：中国电子产品受到欧洲消费者喜爱 正在选购荣耀手机。受访者供图 英国伦敦牛津街上，往来的人们不时驻足举起手机，记录旅途瞬间。仔细看，会发现不少人用的是中国 品牌智能手机。 在一家英国通信运营商零售店内，几名消费者正在荣耀手机专柜前挑选产品。"这款手机是今年5月上市 的产品，配备较好的AI功能，摄影摄像效果不错，很受消费者喜爱。"门店助理销售经理凯文介绍。 从事手机销售工作近4年的凯文，几乎见证了荣耀品牌在英国发展的全过程。"以前顾客总会问荣耀是什 么牌子，现在我们的手机成为不少人的购机首选。"他说。 2021年底，荣耀手机正式进入英国市场。自当年11月推出首款产品以来，几款热销产品售价从700英镑 至1700英镑不等，都属于高端机型。"在这里，手机企业绕不过做高端产品。"荣耀英国市场负责人张斌 介绍，英国手机市场有两个"70%"——高端机占比70%，运营商渠道占比70%，品牌忠诚度高、高端需 求旺盛且渠道高度集中。 针对英国市场特点，荣耀以折叠屏手机为突破口，连续推出的几款产品凭借轻量化设计、较强性能与更 长续航，赢得市场认 ...

产品线扩张正值苹果寻求提振其最重要业务之际。iPhone业务占苹果总收入近一半，但近年来增长停滞，消费者换机周期延 长。在截至今年9月27日的苹果上一财年，iPhone的年度销售额同比增长4%至2090亿美元，部分得益于iPhone 17系列的设计 升级。 苹果发言人拒绝对上述消息置评，但股市投资者迅速回应。消息传出后，周二早盘刷新日低时跌超0.8%的苹果股价在午盘之 初曾转涨，后很快重回跌势，未到尾盘又转涨，最终惊险收涨近0.2%，暂别周一刷新的11月21日以来收盘低位。 折叠屏iPhone展开后7.7英寸 明年秋季亮相 新近消息显示，苹果计划未来两年内大幅扩充iPhone产品线。 据美东时间16日周二的报道，到2027年秋季，苹果将推出至少七款新iPhone机型，较目前的五款大幅增加，这是苹果在智能 手机设计上的最大胆尝试之一。 这轮iPhone的核心新品是苹果首款折叠屏iPhone，预计将于2026年秋季发布。媒体援引多位直接参与相关项目的人士称，这 款折叠设备展开后的宽度将大于高度，呈现类似小型iPad的外观。发布折叠手机一年后，2027年秋季，苹果还计划推出 iPhone 20周年纪念版，采用前后曲 ...

Core Viewpoint - Apple plans to launch at least seven new iPhone models by the fall of 2027, marking a significant expansion in its smartphone lineup, including its first foldable iPhone expected in fall 2026 [1][3]. Product Expansion Strategy - The foldable iPhone, codenamed V68, will feature a 7.7-inch inner display and a 5.3-inch outer display, aiming to be the first truly crease-free foldable smartphone [3][4]. - The iPhone 20, set to celebrate the 20th anniversary of the iPhone, will feature a full-screen design with no bezels, expected to launch in fall 2027 [1][13]. - Apple is also introducing the iPhone 17e, a budget model, in spring 2026, which will support wireless charging and feature the latest self-developed modem [8][9]. Technological Innovations - The iPhone 18 Pro series will incorporate under-display Face ID technology, eliminating the black oval area on the screen [6][10]. - The foldable iPhone will utilize advanced materials and a complex hinge design to achieve a high-quality display with minimal defects [3][4]. - New camera features will include a mechanical aperture for better light control, enhancing low-light photography capabilities [7]. Manufacturing and Production Plans - Apple plans to shift some production to India, starting with the iPhone 18, which will be produced in Bangalore before moving to China [11][12]. - The second-generation iPhone Air has been delayed to spring 2027 due to poor sales of the first generation, prompting a redesign to enhance its appeal [14]. Broader Product Development - Apple is developing a range of new products, including the next-generation AirTag, Apple Studio Display, and various MacBook models, with some expected to launch in early 2026 [16][17].

Core Viewpoint - Apple is set to launch its first truly foldable iPhone, with a 7.7-inch display, expected to debut in the fall of 2026, as part of a significant expansion of its iPhone product line, which will include at least seven new models by fall 2027 [1][2][3]. Product Launch Plans - The foldable iPhone, codenamed V68, will feature a design that resembles a small iPad when opened, with a 5.3-inch outer screen and a 7.7-inch inner screen [5][6]. - The iPhone 20th Anniversary Edition is planned for fall 2027, featuring a curved glass design and a true edge-to-edge display [2][14]. - Apple aims to release the iPhone 18 Pro and Pro Max in fall 2026, followed by the iPhone 18 and 18e in spring 2027, with the iPhone Air 2 delayed to spring 2027 [1][11][15]. Market Strategy - The expansion of the iPhone lineup is a strategic move to rejuvenate growth in Apple's most critical business segment, which has seen stagnation due to extended consumer upgrade cycles [2][11]. - The company plans to introduce a budget model, the iPhone 17e, in spring 2026, to cater to a broader consumer budget range [11]. Technological Innovations - The foldable iPhone will utilize a complex hinge design aimed at eliminating visible creases, a common issue in current foldable devices [6][7]. - The iPhone 18 Pro series will feature an under-display Face ID sensor, eliminating the black oval area on the screen [8][9]. - Apple is adopting new chip packaging technology from TSMC to enhance AI capabilities without relying on cloud servers [10]. Production Adjustments - The iPhone 18 will be the first base model released in spring, six months after the Pro models, with production initially taking place in India before moving to China [12][13]. - The iPhone Air 2's release has been postponed due to poor sales of the first generation, with plans for redesign and cost reduction [15]. Other Product Developments - Apple is also developing various other products, including new versions of AirTag, Apple Studio Display, and smart home devices, alongside advancements in wearables and Mac products [16][17].

今日，华为终端微博正式官宣，nova 15系列将于12 月 22 日 正式亮相，并且即日起正式开启预订。从目前释出的悬念视频和产品外观图来看，新一代nova 15 系列在延续一贯潮流基因的基础上，或将在外观、影像、AI、通信等方面带来更多值得期待的升级。相比前几代更强调"单点突破"的策略，这一次的nova 15系列给人的感觉更像是来了一次全面焕新，正是因为这代nova 15系列的升级点更集中，发布会还没开始就先引发了不少讨论。 就目前公布的内容来看，nova 15系列在外观上有不少明显的变化。易烊千玺手持新机的海报亮相后，绿色配色几乎第一时间成了讨论焦点。相比传统偏稳 妥的色调，这一代的"带感绿"更偏向敢于表达自我的风格，也更符合如今年轻人对手机也要体现个性的期待。再结合紫色、白色和黑色三款配色，每一种都 呈现出比较明确的情绪感。可以看出，nova 15系列这一代在色彩表达上投入得更直接，像是在让手机本身成为穿搭的一部分，而不是简单的产品配色。 另外，从官宣物料中手机的反光质感来看，加上之前的网传信息，nova 15系列可能会采用金属中框。那整体握持感和质感可能会有较大幅度的提升，同时 也符合华为nova系列 ...

Core Insights - The tablet market in mainland China continues to show strong momentum, with a year-on-year shipment increase of 9% to 8.8 million units in Q3 2025, but significant changes in brand dynamics are observed [2][3] Market Performance - Apple's iPad shipments fell sharply by 14% year-on-year to 2 million units, with its market share decreasing from 29% to 23% [2][3] - Huawei maintained its leading position with 2.7 million units shipped, capturing 31% of the market, a 21% increase year-on-year, widening its lead over Apple by 8 percentage points [2][3] - Lenovo topped the quarterly growth rate with a 71% year-on-year increase, matching Xiaomi's shipment of 900,000 units and raising its market share from 6% to 10% [2][3] Competitive Landscape - Domestic brands collectively hold 77% of the market share, up 5 percentage points from the previous year, indicating a clear divide where local brands are thriving while Apple is declining [2][3] - The decline in iPad sales is attributed to increased competition from domestic tablets in the 2000-3000 yuan price range, which offer superior specifications compared to the basic iPad model [3][4] Strategic Insights - Lenovo's growth strategy focuses on "niche scenarios and price penetration," targeting the education market with learning tablets and offering competitive pricing for its products [4] - Continuous discounting and direct subsidies from manufacturers have kept tablets highly attractive to Chinese consumers, with brands like Huawei, Xiaomi, and Lenovo diversifying their product offerings [4] Future Outlook - Omdia forecasts a 12% growth in the tablet market by the end of 2025, reaching 35 million units, driven by aggressive product launches and pricing strategies from domestic manufacturers [4] - However, a market adjustment is expected in 2026, with a projected 9% decline in shipments to 32 million units [4]

Core Insights - The upcoming iOS 27 will adopt a "Snow Leopard" style of development, focusing on quality optimization and AI feature upgrades while eliminating unnecessary flashy designs [1][3] Group 1: Development Strategy - iOS 27's development logic is inspired by the classic 2009 Mac OS X Snow Leopard system, emphasizing "quality over quantity" [3] - The focus will be on refining underlying performance and stability, with AI features being the only significant new addition [3] Group 2: Business Strategy - The strategy aligns with Apple's recent system update philosophy aimed at enhancing core user experience [3] - Apple is also working on a comprehensive overhaul of the iPhone to reduce reliance on holiday season sales and optimize revenue structure [3]

Core Viewpoint - The smartphone market is experiencing intense competition, particularly among sub-brands, with rising prices amid increasing component costs, challenging traditional pricing strategies [3][8]. Group 1: Market Dynamics - The "Golden September and Silver October" smartphone battle is heating up, with major brands and their sub-brands launching new products [3]. - iQOO15, launched by iQOO, has a starting price of 4199 yuan, which is an increase from the previous generation's price of 3999 yuan [8]. - The overall smartphone market in China is facing a decline in shipment volumes, with a projected 3% year-on-year decrease by Q3 2025 [9]. Group 2: Competitive Strategies - iQOO is focusing on its gaming attributes, utilizing self-developed chips and gaming engines to differentiate itself in a crowded market [5]. - The company aims to enhance product quality rather than engage in price wars, as traditional pricing strategies are becoming less viable [8]. - AI features are increasingly important to consumers, with over 80% of users considering AI experience significant in their next phone purchase [6]. Group 3: Industry Trends - The global mobile gaming market is expected to grow by 4.8% to 635.57 billion yuan in 2024, with China's share expanding to 37.5% [5]. - The competition is shifting from individual devices to a comprehensive battle over ecosystems and business models, with emerging markets expected to drive future growth [9]. - Chinese brands have significantly increased their global market share from 11% in 2013 to 52% in the first half of 2025 [10].

Core Viewpoint - Morgan Stanley presents an optimistic outlook for Apple, driven by strong early demand for the iPhone 17 and the potential for a more robust iPhone 18 cycle fueled by upgrades and significant product innovations [1][4]. Group 1: iPhone 17 Performance - The initial demand for the iPhone 17 has exceeded expectations, with significant evidence including extended shipping wait times and increased production orders [3][4]. - As of September 30, the wait times for most iPhone 17 models have increased year-over-year, particularly for the base model in China, which has seen a wait time nearly one month longer than the previous year [3]. - Morgan Stanley has raised its forecast for Apple's fiscal year 2026, increasing iPhone shipment expectations by 7.5 million units to 243 million units, reflecting a year-over-year growth of 3.3% [3][10]. Group 2: Future Outlook for iPhone 18 - The focus is shifting towards the iPhone 18 cycle, which is expected to be more impactful, with approximately 1 billion older iPhones needing upgrades to fully utilize new features [6][8]. - Apple is anticipated to launch its first foldable iPhone, described as the most innovative product in years, alongside six new models in fiscal year 2027 [8]. - Morgan Stanley projects that iPhone shipments in fiscal year 2027 will reach 253 million units, surpassing previous estimates and market consensus [8][10]. Group 3: Financial Forecast Adjustments - Based on the strong demand signals, Morgan Stanley has adjusted its financial forecasts for Apple, raising the earnings per share (EPS) estimate for fiscal year 2026 by 2% to $8.14 and for fiscal year 2027 by 6% to $9.30, both above market expectations [10].

Core Insights - Apple's smartphone sales in China declined by 6% year-on-year in the first eight weeks of Q3, indicating ongoing challenges in regaining market leadership despite a recovery in Q2 [1][4][5] - Currently, Apple holds a 12% market share in China, ranking sixth, while competitors like Xiaomi, OPPO, and Huawei each hold 16%, and Vivo leads with 19% [4][5] - The upcoming iPhone 17, seen as a significant upgrade, is set to launch globally, prompting competitors to adjust their strategies, such as Xiaomi moving up the release of its flagship phone [4][5] Market Performance - Apple's sales recovery in Q2 was partially attributed to government subsidies, but the latest data shows that the company still needs to catch up with competitors [4][5] - Tim Cook noted that the customer base for iPhones in Greater China reached a record in Q2, which has positively impacted sales of other Apple products [5] Competitive Landscape - The competition in the Chinese smartphone market remains intense, with rivals adjusting their strategies in response to Apple's new product launches [5] - Xiaomi's CEO announced an earlier release of their flagship phone to compete directly with Apple's offerings, highlighting the competitive dynamics in the market [5] Consumer Preferences - AI features have not yet become a significant sales driver for Apple in China, with consumers primarily focusing on practical factors like battery life and cost-effectiveness when making purchasing decisions [6]