Core Insights - The global smartphone shipment is expected to grow by 3.3% year-on-year in 2025, with Apple projected to reclaim the top position in the market for the first time since 2011, achieving a global shipment share of 19.4% [1][3] - Samsung's shipment is also expected to grow by 4.6%, reaching a global share of 18.7%, but it will lose its long-held top position [1][6] Group 1: Apple - Apple's iPhone shipments exceeded expectations in Q3 2025, with a year-on-year growth of 9%, driven by the successful launch of the iPhone 17 series [3][4] - The iPhone 17 series saw a 12% increase in sales compared to the iPhone 16 series in the first four weeks post-launch in the U.S., and an 18% increase in China [3][4] - The demand for iPhones is expected to be supported by a significant upgrade cycle, as many consumers who purchased smartphones during the pandemic are now looking to upgrade [4] - Apple is also benefiting from a favorable macro environment, including lower-than-expected global tariffs and easing trade tensions, which enhance demand in key growth markets [4][5] - The company plans to launch the iPhone 17e in the first half of 2026 and its first foldable iPhone by the end of the same year, which is expected to further solidify its market position [5] Group 2: Samsung - Samsung is expected to achieve a 5% growth in shipments in 2025, supported by a resilient supply chain and competitive pricing strategies in emerging markets [6] - Despite this growth, Samsung is unlikely to regain its top position in the global market from 2025 to 2029 due to increasing competition from Chinese smartphone brands in the mid-to-low-end market [6] Group 3: Chinese Smartphone Brands - Chinese smartphone brands are increasingly relying on overseas markets for growth, particularly in regions like India, Southeast Asia, and the Middle East, as domestic markets become saturated [7] - These brands are shifting towards higher price segments and investing in premium devices and AI features to enhance profitability [7] - However, supply chain uncertainties, particularly shortages in LPDDR4 memory, pose challenges for these brands, leading to a cautious outlook for their growth in 2026 [7]