Core Viewpoint - Huawei's Mate XTs Masterpiece, a new generation of foldable flagship, has officially launched, showcasing years of technological innovation in the foldable screen sector [1] Design Evolution - The Mate XTs Masterpiece features a refreshed color palette with "Mauve Purple" and "Pure White," symbolizing auspiciousness and purity [4] - The device incorporates a unique "sand gold rock texture" in its camera module and frame, crafted from 80 layers of aerospace-grade alloy, emphasizing meticulous craftsmanship [4] - The design maintains a sleek aesthetic with a thickness of only 3.6 mm at its thinnest point, enhancing both structural beauty and user comfort [6] Productivity Experience - The Mate XTs Masterpiece integrates PC-level applications and interactions, allowing users to run desktop-level office software seamlessly on its 10.2-inch display [7] - In mobile office scenarios, the device supports multi-document editing and efficient task management, akin to a laptop experience [9] - The multi-window mode enhances multitasking capabilities, allowing users to manage various applications simultaneously without interference [12] AI Integration - The device incorporates deep AI capabilities, offering features like knowledge base responses, travel planning, problem-solving assistance, and continuous translation [14] - This proactive AI service reduces user operational costs and enhances interaction efficiency, particularly with the large foldable screen [14] Imaging Capabilities - The Mate XTs Masterpiece upgrades its camera system with RYYB sensors, significantly improving low-light performance and detail capture [15] - The ultra-wide-angle lens resolution has increased to 40 million pixels, enhancing clarity in complex lighting conditions [17] - The "Maple Red" camera captures colors more accurately, improving color fidelity by over 30% in specific scenarios [19] Innovation in Manufacturing - Huawei's advanced production line ensures the durability and stability of the device through innovative materials and processes [20] - The lightweight design does not compromise strength or performance, enhancing overall device efficiency [20] Industry Impact - As a leader in the foldable smartphone market, Huawei aims to drive industry development through technological innovation, emphasizing practicality and user experience [20]

而在应用层面，华为则将PC版的WPS、Wind金融终端、万兴脑图等软件搬到了华为Mate XTs 非凡大师 上，且功能相当完备。例如，通过华为Mate XTs 非凡大师运行PC版Wind金融终端，热门股票与行情走 势一目了然，数据洞察更加高效直观。在进行专业绘图或思维整理时，1:1还原桌面级体验的万兴脑图 可以充分发挥大屏优势，清晰呈现复杂逻辑脉络，让创意构思与信息表达更加条理分明。 9月12日，备受关注的华为Mate XTs 非凡大师正式开售。作为新款三折叠手机，华为Mate XTs 非凡大师 从外观配色、软硬件配置到大屏交互体验，均实现了全面升级，同时提供16GB+256GB（17999元）、 16GB+512GB（19999元）、16GB+1TB（21999元）三种配置供消费者选择。 行业稀缺的三折叠型态、更出色的综合产品力，以及更具吸引力的定价，足以让华为Mate XTs 非凡大 师展现出市场爆款的潜力。据悉，9月12日开售当天，多家线上平台短时间内便已显示售罄，而在线下 市场，各地华为授权门店也出现了排队购机、取机的场面，许多第一时间拿到产品的消费者，纷纷以各 种形式来表达激动的心情。这些火爆的销售 ...

Core Insights - Huawei's new generation of foldable smartphone, Mate XTs, was launched on September 12, 2023, and is the second generation of its foldable series, featuring the HarmonyOS 5 operating system and a dedicated PC application zone [1] - The starting price of Mate XTs is 17,999 yuan, a reduction of 2,000 yuan from the previous generation's starting price of 19,999 yuan [1] - The device sold out quickly across various online platforms, indicating strong demand, with over 50,000 pre-orders reported [10] Product Launch and Sales Performance - Mate XTs was officially available for purchase on September 12, 2023, and sold out within minutes on multiple platforms, including Huawei's official store, JD.com, and Taobao [1][10] - The next purchasing opportunity for Mate XTs is scheduled for September 13, 2023, at 10:08 AM [1] Market Context and Competitive Position - Huawei remains the only company actively promoting commercial foldable smartphones, with the previous generation, Mate XT, having shipped over 700,000 units by July 2023 [12] - The global foldable smartphone market is expected to maintain a shipment volume of 15.2 million units in 2025, while the Chinese market is experiencing a 32.8% year-on-year growth, driven by Huawei's Mate and Pura X models [12] - Huawei's market share in the global foldable smartphone segment has increased from 14% in 2022 to an anticipated 48% in the first half of 2025, positioning it as the market leader [12] Secondary Market Activity - Following the launch, many resellers on second-hand platforms are marking up the price of Mate XTs by 2,000 to 4,000 yuan, indicating high demand and potential scarcity [12]

Group 1 - In Q2 2025, global foldable smartphone shipments surged by 45% year-on-year, indicating a significant recovery driven by strong performances in both the Chinese and U.S. markets [1][2] - Motorola's Razr 60 series has been a key contributor to this growth, particularly in the U.S. market, where its base model is priced at $699, making it the most cost-effective foldable smartphone available [1][2] - Huawei's Mate X6 leads the Chinese market, accounting for over one-third of Huawei's foldable smartphone shipments in the same quarter [1][3] Group 2 - UTG (Ultra-Thin Glass) has become the new mainstream trend for foldable screens, outperforming CPI (Cover Plastic) in various performance metrics [2] - Apple is expected to slightly increase the prices of the iPhone 17 series for the first time since 2017, with an anticipated average price increase of 5% for the 2026 fiscal year [2] - Analysts predict that Apple will launch its first foldable iPhone in 2026, with expected shipments of 8-10 million units, growing to 25 million units by 2027 [3] Group 3 - China remains the largest market for foldable device shipments, aligning with global growth trends [3] - Samsung's latest Galaxy Z Fold and Flip 7 achieved record sales in Q3, yet the company's market share has significantly declined [3] - The foldable screen supply chain includes companies such as Hongteng Precision, Lens Technology, BYD Electronics, and Sunny Optical [4]

作者 | 任早羽 编辑 | 江江 视觉 | 顾芗 9月，是苹果新品发布的时间，今年亦不例外。 彼时，各大新闻头条堆砌着苹果迎来"历史首次""连续三年大改版""首款折叠"等字眼，声势极为浩大。 发布会已经落幕。这次，苹果共计推出了4款iPhone、3款Apple Watch和1款AirPods耳机。苹果CEO蒂姆· 库克在发布会开场时说道，设计是苹果一切工作的原点，"设计不止关乎外观和感觉，更在于如何运 行"。 本次发布会新发布的iPhone Air，超薄 设计 2025年的苹果，在北京时间9月10日凌晨1点，开启了名为"前方超燃"（Awe Dropping）新品发布会，准 备开售新产品。 ， 然而，从消费者们的反应来看，苹果这次"上新"的评价，仍然是毁誉参半。 本次苹果创新设计的看点其实并不多，唯两款产品在市场中引发了一些水花。一个是"史上超薄"，厚度 仅有5.6mm，用来取代Plus系列中端机型的iPhone Air。一个则是能够实现实时翻译的AirPods pro3。其 余产品上的革新，说是在追赶安卓阵营手机的配置也不为过。 其中，苹果在这个时间点推出的iPhone Air，被视为向折叠屏手机进发的号角。 ...

9月11日，苹果公司近期在新品发布中推出了iPhone 17 Air，该机型机身厚度仅5.6毫米，是迄今为止最薄的iPhone。随后，首席执行官蒂姆·库克、工业设计 副总裁莫莉·安德森以及人机界面设计副总裁艾伦·戴在接受《华尔街日报》采访时，进一步介绍了iPhone 17 Air的产品定位和设计取向。 在采访中，苹果高管强调了Air在材质和工艺上的差异化。与表面更具纹理感的Pro系列不同，Air采用高反光抛光表面，安德森表示，这种设计让设备在视 觉上更显纤薄，也赋予其独特的质感和使用场景。她指出，iPhone 17 Air并非要取代iPhone 17 Pro，而是为不同需求的用户提供另一种选择。 针对苹果折叠屏方面的传闻，库克对此没有进行正面回应，仅表示苹果"非常擅长保密"，而苹果手机当下的重点是刚刚发布的iPhone 17系列新机。但此次 iPhone 17 Air的超薄设计和制造工艺或将为苹果未来的折叠屏产品提供基础。 值得注意的是，苹果还推出了斜挎背带等配件，售价479元。 ...

Core Insights - Apple has introduced the iPhone Air, which is designed to be a lightweight and stylish option, measuring only 5.6 mm thick, making it 36% thinner than the iPhone 17 Pro, setting a new record for the series [1] - The design inspiration for the iPhone Air comes from the fashion industry's trend towards lightweight products, featuring an ultra-light titanium alloy frame and a highly reflective polished surface, appealing to users who prioritize aesthetics [2] - Apple aims to attract a younger, individuality-focused demographic with the iPhone Air, as the device's thinness aligns with the trend of smaller bags and portable accessories [3] Design and Features - The iPhone Air sacrifices some battery life and camera performance compared to the Pro series, focusing instead on style and portability [2] - Accessories such as protective cases and crossbody straps have been introduced to position the iPhone Air as a wearable accessory, encouraging users to express their personal style [2][6] - The inclusion of a crossbody strap is intended to enhance the emotional connection between the product and its users, allowing for further personalization [6] Market Positioning - The iPhone Air is positioned to appeal to users who are attracted to its aesthetic, as noted by skate brand Palace's co-founder, who remarked on its coolness even for those not in need of a thinner phone [2] - Fashion stylist Gabriella Karefa-Johnson highlighted the relevance of thin phones in daily life, indicating that Apple is targeting a market that values both functionality and style [3] - Speculation exists regarding the iPhone Air potentially serving as a precursor to future ultra-thin foldable devices, as mastering the manufacturing process for thin bodies could provide a foundation for foldable screen designs [3]

北京时间9月10日凌晨，苹果举办了2025秋季发布会，推出了一系列新品：4款iPhone、3款Apple Watch和AirPods耳机。 发布会上，主打超薄款，厚度仅5.64毫米的iPhone Air一亮相，就引发了截然不同的反应。有人为它的轻薄外观兴奋不已，连OpenAI 首 席执行官山姆·奥特曼都在 X 上直言"很久没被iPhone打动，如今想换新机"，并点名中意 iPhone Air。 山姆·奥特曼在社交平台点赞iPhone Air 但另一边，市场研究机构和分析师却显得谨慎，质疑苹果是否为了追求纤薄牺牲了电池续航和摄像头配置。苹果甚至同时推出了一款99 美元的外接电池包，来弥补这台手机的续航问题。 消费者在真心动与理性权衡之间摇摆，让这款产品更像是一场对"轻薄信仰"的试验，而非注定热卖的爆款。有分析师对此评价道： iPhone Air的意义在于为折叠屏机型预热，而非改变市场格局。 以下为知名外媒对苹果秋季发布会的评论（精华版）： 彭博社：iPhone Air是苹果有史以来最令人困惑的产品之一 苹果公司发布了仅5.64毫米厚的iPhone Air，以此回应那些吐槽新款iPhone 17厚达7.95毫米、 ...

Group 1: Product Launch and Features - Apple introduced four new iPhone 17 models, with the iPhone Air being the thinnest at 5.6 mm and weighing 165 grams, starting at $999 [1][2] - The iPhone Air features a 6.5-inch screen and is designed to be lightweight, but it has limitations in battery life, requiring an additional battery accessory for extended use [1][10] - The iPhone Air lacks a 48MP ultra-wide camera, featuring only one rear camera, but introduces a new function allowing simultaneous capture from both front and rear cameras [10] Group 2: Market Position and Future Developments - Analysts speculate that the iPhone Air may serve as a precursor to Apple's upcoming foldable iPhone, expected to launch next year [2][11] - The foldable iPhone is anticipated to be Apple's high-end model, priced between $2000 and $2500, with a focus on minimal screen creasing [12] - Apple's competitors, such as Huawei and Samsung, have already released foldable devices, putting pressure on Apple to innovate in this segment [12][13] Group 3: AI and Software Developments - Apple is set to release iOS 26 in September, which will include new AI features supported by OpenAI's ChatGPT, although the rollout of Apple Smart features has been delayed [6][14] - The company has faced criticism for its slow progress in AI capabilities compared to competitors like Google and Meta, with many features still pending [17][20] - Apple's focus on privacy and security may limit the complexity of its AI functionalities, as the company prioritizes on-device processing over cloud services [21][22] Group 4: User Experience and Market Sentiment - Despite the lack of advanced AI features, iPhone users remain loyal, with satisfaction levels not significantly impacted by the absence of these capabilities [19][20] - Apple's strategy emphasizes enhancing user experience through privacy rather than leading in AI innovation, suggesting a different approach to technology integration [20][22]

Core Viewpoint - Apple is facing significant market pressure in China, with a decline in smartphone shipments and increased competition from domestic brands, despite recent product launches aimed at revitalizing its presence in the region [1][5][6]. Product Launch and Design Changes - The Apple 2025 Fall Launch introduced the iPhone 17 series and the new iPhone Air, featuring aggressive design changes, including a horizontal matrix camera layout for the Pro series and a thickness of only 5.6mm for the iPhone Air [3][4]. - The pricing for the iPhone 17 starts at 5,999 yuan for the standard version, while the Pro and Pro Max versions start at 8,999 yuan and 9,999 yuan respectively, with a new 2TB version priced at 17,999 yuan [4]. Market Competition and Performance - In Q2 2025, the Chinese smartphone market saw a 4% year-on-year decline, with Apple ranking fifth in shipments at 10.1 million units, just above the "Others" category [1][5]. - Despite a 4% year-on-year revenue increase in Greater China to $15.37 billion, Apple's shipment volume fell by 1.3%, indicating a challenging market environment [5][6]. - From 2019 to 2024, Apple's market share in China grew from 15% to 24%, but it dropped to 19% in the first half of 2025, highlighting a significant decline [6]. Competitive Landscape - Huawei's resurgence has posed a direct threat to Apple, with its market share in the high-end segment increasing from 12% in 2022 to 29% in 2024, while Apple's share in the same segment decreased from 75% to 54% [7][9]. - The overall share of domestic brands in the high-end market reached 46% in 2024, up from 25% in 2022, indicating a rapid erosion of Apple's competitive advantage [9]. Strategic Responses - Apple is exploring new strategies to adapt to the competitive landscape in China, including engaging with the local content e-commerce ecosystem, reflecting the need for the company to innovate and respond to market pressures [9].