要点 Omdia 最新数据显示，2025年第三季度中东智能手机市场（不含土耳其）大幅反弹，同比上涨23%，出货 量达到1,510万部。增长主要来自大众市场需求的快速提升，消费者正从老旧或入门级设备升级到更强性能 的中端4G和经济型5G智能手机。各大厂商也借势发力，通过主打高性价比产品组合并加速在新兴市场的布 局来捕捉这一增长红利，其中经济型4G机型仍是推动高量级出货的核心力量。 中东各国市场表现不一。作为该地区最大的市场， 2025年第三季度， 沙特阿拉伯出现小幅2%下滑，主要因漫 长的暑期假期削弱零售活动，并推迟了消费者的换机周期。阿联酋同比增长13%，受益于 Sharaf DG、家乐 福、Emax 等主要零售商的大力度促销活动，以及"迪拜夏日惊喜"等季节性需求和多款重磅新品发布。伊拉克 和中东其他国家则延续强劲增长势头，分别实现41%和70%的增长。这主要得益于厂商活动力度加大、更强的 渠道激励、与分销商的协作提升，以及入门级市场稳定的替换需求。 Omdia 首席分析师 Manish Pravinkumar 表示："尽管该地区整体表现强劲，但由于厂商通过扩大入门级产品组 合来优先推动出货量，ASP（平均售 ...

Core Insights - Apple's iPhone 17 series has driven a 37% increase in monthly smartphone sales in China, indicating strong momentum in a key market [1] - In October, one in four smartphones sold in China was an iPhone, marking Apple's first time reaching this market share threshold since 2022 [1] - The sales of each subsequent iPhone model, from the iPhone 17 priced at 5999 yuan (approximately 850 USD) to the 17 Pro Max at 8999 yuan, have exceeded their predecessors by double-digit percentages [1] Market Performance - The overall smartphone market in China grew by 8%, recovering from previous struggles despite government subsidies [1] - Apple's new iPhone models account for over 80% of its total sales, with rising average selling prices contributing to revenue growth [1] - OPPO's smartphone sales increased by 19% in October, driven by demand for its Find X9 model, while Huawei's sales fell by 19% due to the absence of new releases [1] Competitive Landscape - Huawei remains Apple's strongest competitor in China, with plans to launch its new flagship device next week [1] - Despite the upcoming Huawei Mate 80 series release on November 25, current indicators suggest that Apple's sales momentum is stable [2]

当前，市场竞争依然激烈，苹果仍面临来自本土品牌的挑战，尤其是即将发布新旗舰机型的华为。 Counterpoint的分析师Ivan Lam明确表示，"风险依然存在，尤其是备受期待的华为Mate 80系列将于11月 25日发布。" 不过，Lam也补充称，苹果iPhone目前的势头非常强劲，几乎看不到明显的放缓迹象，这预示着其短期 内不太可能出现"急剧下滑"。 此外，数据显示，Oppo在10月份的智能手机销量同比增长19%，主要受其电池容量更大的Find X9机型 带动。总体来看，中国智能手机市场10月整体销量实现了约8%的同比增长。 新一代iPhone的热销正帮助苹果公司在中国这一关键市场重拾强劲增长动能。 据市场研究公司Counterpoint Research的最新数据显示，在iPhone 17系列手机推动下，苹果公司10月份 在中国的智能手机销量同比激增37%。这一强劲表现使其当月市场份额达到25%，意味着在中国每售出 四部智能手机，就有一部是iPhone。 这是苹果自2022年以来首次触及这一市场份额水平。这一数据表明，苹果的年度产品升级策略成功引起 了消费者的共鸣，并为公司首席执行官库克关于本季度中国市 ...

Core Insights - The Indian smartphone market is projected to grow by 3% year-on-year in Q3 2025, with shipments reaching 48.4 million units, driven by pre-festival inventory replenishment and retail promotions [1][2] Market Performance - Vivo leads the market with a shipment of 9.7 million units, capturing a 20% market share [1] - Samsung follows with 6.8 million units shipped, holding a 14% market share [1] - Xiaomi ranks third with 6.5 million units, slightly ahead of OPPO, which has comparable shipment figures [1] - Apple returns to the top five with 4.9 million units shipped, driven by demand from lower-tier cities [1] Sales Strategies - Market momentum in Q3 is primarily driven by channel incentives rather than pure consumer demand recovery, with manufacturers reallocating marketing budgets to impactful retail incentive programs [2] - Retail incentives include cash bonuses, tiered profits, and dealer competitions offering rewards such as motorcycles and overseas trips [2] - Manufacturers have also enhanced consumer-facing promotions, including zero down payment plans and bundled sales [2] Company Strategies - Vivo's market leadership is attributed to a balanced product portfolio and strong promotional strategies, with its T series performing well online during the festive season [2] - Samsung has made progress in the mid-to-high-end market with older models and new Snapdragon-equipped S24 and S25 FE, but faces challenges in the entry-level segment [2] - OPPO's growth is driven by its F31 series and well-structured festive channel promotions [2] - Motorola achieved a record shipment of 4 million units, a 53% year-on-year increase, mainly due to the G series and Edge 60 expansion [2] - Nothing experienced a 66% growth, with its CMF Phone 2 Pro and Phone 3a as key models [2] Apple’s Market Position - Apple achieved its highest-ever shipment volume in India during Q3, with a market share of 10%, driven by demand from smaller cities and effective festive promotions [2] - The iPhone 16 and 15 series contributed significantly to shipments, alongside strong sales of the iPhone 17 standard version [2] - Apple plans to continue upgrading its Pro series and deepen its ecosystem to drive long-term value growth [2] Future Outlook - Despite a strong early performance in Q3, growth is not expected to continue into the year-end peak, with limited recovery in smartphone demand [2] - Urban consumers are delaying upgrades due to job uncertainty and cost sensitivity, leading to a potential inventory buildup in Q4 [2] - Rural market demand remains stable but insufficient to offset cautious urban sentiment, with an overall slight decline in the smartphone market anticipated for 2025 [2]

Core Insights - The Indian smartphone market is projected to grow by 3% year-on-year in Q3 2025, reaching a shipment volume of 48.4 million units, driven by pre-festival inventory replenishment and retail promotions [2][7]. Market Performance - Vivo leads the market with a shipment of 9.7 million units, capturing a 20% market share. Samsung follows with 6.8 million units and a 14% share, while Xiaomi and OPPO are nearly tied with 6.5 million units each, both holding a 13% share. Apple returns to the top five with 4.9 million units, driven by demand from lower-tier cities [2][7]. Sales Strategies - The market momentum in Q3 is primarily driven by channel incentives rather than pure consumer demand recovery. Manufacturers are reallocating marketing budgets to impactful retail incentive programs, including dealer competitions with rewards such as cash bonuses and travel [4][6]. Brand Strategies - Vivo's strong market position is attributed to a balanced product portfolio and aggressive retail strategies. Samsung is making progress in the mid-to-high-end market with new models but faces challenges in the entry-level segment. OPPO's growth is supported by targeted promotional plans centered around the F31 series [4][5]. Apple’s Performance - Apple achieved its highest-ever shipment volume in India during Q3, with a market share of 10%. Growth is fueled by demand for high-end models and effective promotional strategies, particularly in smaller cities [5]. Future Outlook - Despite a strong early performance in Q3, growth is not expected to continue into the year-end peak period. Urban consumers remain cautious due to job uncertainty and cost sensitivity, leading to delayed upgrades. The overall smartphone market is anticipated to see a slight decline in 2025, reflecting a fragile recovery sensitive to economic conditions [6].

Core Insights - The global smartphone market is projected to see a 4% year-on-year increase in shipment volume by Q3 2025, driven primarily by strong performances in the Asia-Pacific (APAC) and Middle East and Africa (MEA) regions [1][3] Regional Performance - The MEA region experienced a 14% year-on-year increase in shipment volume, attributed to strong market performance from Samsung and Xiaomi, supported by a wide range of mid-range products and increased consumer demand during the back-to-school season and pre-holiday inventory buildup [1] - The Indian market also showed a notable 9% year-on-year growth in shipment volume, driven by early demand for the festive season, government relief measures boosting consumer confidence, and accelerated adoption of high-end and mid-range devices due to significant discounts and promotional support [1] Brand Competition Landscape - Samsung maintained its leadership in the global market with a 19% shipment volume share in Q3, reflecting a 6% year-on-year growth, supported by the Galaxy A series product line [3] - Apple emerged as the fastest-growing brand among the top five, with a 9% year-on-year growth rate, achieving strong growth in Japan, China, Western Europe, and parts of the APAC region, bolstered by the successful launch of the iPhone 17 series [3] - Xiaomi held the third position globally with a 14% shipment volume share and a 2% year-on-year growth rate, enhancing its market presence through partnerships with carriers and diverse promotional activities, particularly in Southeast Asia, MEA, and Latin America [3] - OPPO and vivo ranked fourth and fifth in the global smartphone market, with OPPO achieving moderate growth in the Southeast Asia and MEA markets through affordable 5G models, while vivo maintained strong momentum in India and Southeast Asia, expanding its influence in the MEA region [3]

Core Insights - The global smartphone market is projected to grow by 3% year-on-year in Q3 2025, driven by strong replacement demand and preemptive stocking by manufacturers ahead of a busy Q4 [2][5] - Samsung maintains the top position with a 19% market share, followed by Apple at 18%, Xiaomi at 14%, and both Transsion and Vivo at 9% each [2][5] Market Dynamics - The recovery in consumer demand for smartphone upgrades and replacements is evident, with all top five manufacturers showing year-on-year shipment growth [5][7] - Major brands have received positive responses to new product launches, with a focus on balancing hardware and software [5][9] Product Highlights - The iPhone 17 series has performed exceptionally well, with the base model upgrading storage without a price increase, while the new designs of iPhone 17 Pro and Pro Max continue to attract consumers [5][7] - Transsion has achieved double-digit growth compared to Q3 2024, marking its highest shipment volume in history, attributed to effective inventory management and demand recovery in the Middle East and Africa [7] Competitive Landscape - The smartphone market is highly competitive, with rising component costs putting pressure on profitability [9] - Manufacturers are exploring additional revenue opportunities through subscription services, accessories, and bundled sales to enhance consumer value propositions [9] Emerging Market Challenges - In emerging markets, the dominance of entry-level devices presents implementation challenges, necessitating sustainable operating models that avoid price wars while maintaining affordability for consumers [9]

Core Insights - The smartphone market in Latin America is projected to see a 2% year-on-year growth in shipment volume, reaching 34.3 million units by Q2 2025 [1] Company Performance - Xiaomi ranks second with shipments of 6.7 million units, achieving an 8% year-on-year increase, marking a historical high [1] - Honor's shipments surged by 70% to 2.9 million units, entering the top four for the first time and setting a new record [1] - Transsion ranks fifth with shipments of 2.4 million units, experiencing a 23% year-on-year decline [1] Market Dynamics - Xiaomi's growth is primarily driven by the performance of the Redmi A5 and 14C 4G models, particularly in Argentina, Colombia, and Central America [1] - Honor's breakthrough in Central America is attributed to the X series, Magic7 Lite, and 400 series, with the region surpassing Mexico to become Honor's largest market in Latin America [1]

Core Insights - The US smartphone market is projected to grow by 9% year-on-year in Q2 2025, driven by strong performances from major carriers [1] - AT&T, T-Mobile, and Verizon reported year-on-year smartphone sales growth of 16%, 20%, and 12% respectively, attributed to aggressive promotional activities [1] - High-end device sales increased by 11% due to these promotional efforts [1] Sales Performance - The average selling price of smartphones rose by 2%, contributing to an 11% increase in smartphone revenue, reaching $17.5 billion in Q2 2025 [5] - The average price of smartphones in the US was $647.53, up from $632.59 in the previous year [5] - Sales in the $300-$599 price segment surged by 48% due to the popularity of the iPhone 16e and the early launch of the Google Pixel 9a [5] Brand Performance - Apple's sales increased by 10% due to strong marketing and sales of the iPhone 16e, supported by carrier promotions [5] - Samsung's smartphone sales grew by 16%, driven by demand for flagship models and effective marketing of the S25 Edge [5] - HMD's sales plummeted by 41%, leading to its exit from the US market, creating opportunities for competitors like Motorola and TCL to capture the low-end market share [6]

Core Insights - The US smartphone market is projected to grow by 9% year-on-year in Q2 2025, driven by strong performances from major carriers [4] - The average selling price of smartphones increased by 2%, contributing to an 11% year-on-year revenue growth, reaching $17.5 billion [6][8] - Apple and Samsung experienced significant sales growth due to effective marketing and promotional activities, while HMD announced its exit from the US market [7][8] Market Performance - Major US carriers AT&T, T-Mobile, and Verizon reported smartphone sales growth of 16%, 20%, and 12% respectively, attributed to summer promotional activities [4] - High-end device sales increased by 11% year-on-year, supported by the strong demand for flagship models [6][8] - The average selling price for smartphones in Q2 2025 was $647.53, up from $632.59 in the previous year [6] Brand Analysis - Apple's sales revenue grew by 10% year-on-year, benefiting from the marketing of the iPhone 16e and various promotional offers from carriers [6][8] - Samsung's smartphone sales volume increased by 16% year-on-year, aided by the launch of the S25 Edge and effective marketing strategies [7][8] - HMD's sales plummeted by 41% year-on-year, leading to its exit from the US market, creating opportunities for competitors like Motorola and TCL to fill the gap [7][9]