2025.12. 12 本文字数：1565，阅读时长大约3分钟 作者 | 第一财经 李娜 在由苹果和三星长期主导的中东高端手机市场上，华为正在奋力撕开一个口子。 近日，华为在阿联酋迪拜发布包括折叠屏手机Mate X7、开放式TWS耳机等系列产品。这是继今年 早些时候推出Pura 80系列后，在不到半年内，华为向中东市场发起的第二次高端市场冲锋。 "这一市场正逐渐成为中国品牌在亚洲以外的关键增长支柱。"12月12日，Omdia中东非高级顾问 Manish Pravinkumar对第一财经记者表示，中国智能手机品牌过去一年在中东市场呈现出差异化发 展且整体态势向好，但从当地高端市场份额来看，依靠着成熟的零售布局和品牌效应，苹果和三星依 然占据着当地超过九成的市场。 为什么是迪拜？ 迪拜并非普通战场。它所在的海湾地区，是全球少数仍保持稳健增长的高价值市场。由于地理优势， 迪拜已成为辐射中东、北非乃至南亚超10亿人口消费市场的战略枢纽。 根据调研机构Omdia最新发布的报告，2025年第三季度，中东智能手机市场出货量达1510万部， 同比增长23%；其中阿联酋市场同比增长13%，展现出强劲增长力。 对于华为而言，迪拜 ...

重新夺回海外市场份额将是一场艰难的持久战。 在由苹果和三星长期主导的中东高端手机市场上，华为正在奋力撕开一个口子。 近日，华为在阿联酋迪拜发布包括折叠屏手机Mate X7、开放式TWS耳机等系列产品。这是继今年早些时候推出Pura 80系列后，在不到半年内，华为向中东 市场发起的第二次高端市场冲锋。 "这一市场正逐渐成为中国品牌在亚洲以外的关键增长支柱。"12月12日，Omdia中东非高级顾问Manish Pravinkumar对第一财经记者表示，中国智能手机品 牌过去一年在中东市场呈现出差异化发展且整体态势向好，但从当地高端市场份额来看，依靠着成熟的零售布局和品牌效应，苹果和三星依然占据着当地超 过九成的市场。 为什么是迪拜？ 迪拜并非普通战场。它所在的海湾地区，是全球少数仍保持稳健增长的高价值市场。由于地理优势，迪拜已成为辐射中东、北非乃至南亚超10亿人口消费市 场的战略枢纽。 根据调研机构Omdia最新发布的报告，2025年第三季度，中东智能手机市场出货量达1510万部，同比增长23%；其中阿联酋市场同比增长13%，展现出强劲 增长力。 对于华为而言，迪拜更是全球市场蛋糕中的"必争之地"。在2019年之 ...

Core Insights - The Indian smartphone market experienced a 5% year-on-year increase in shipment volume and an 18% increase in shipment value in Q3 2025, reaching a historical quarterly high, driven by pre-festival stockpiling and sustained demand for high-end models [4][5][6]. Market Dynamics - The market is transitioning towards a stable growth phase focused on value, supported by festive season stockpiling and promotional activities across online and offline channels. Key drivers include convenient installment payment plans, trade-in policies, and significant discounts [5][6]. - Retail inflation has slowed, and fiscal support has improved household liquidity, leading to a notable recovery in consumer confidence during the festive season [6]. High-End Market Performance - The high-end segment (priced above 30,000 INR, approximately 339 USD) saw a 29% year-on-year increase in shipment volume, making it the fastest-growing segment. The overall market value increased by 18%, with the average selling price (ASP) rising by 13% [9]. - Apple led the market with a 28% share of sales value, driven by strong demand for the iPhone 16 and 15 series, while the newly launched iPhone 17 series outperformed its predecessor [6][9]. Brand Performance - Vivo (excluding iQOO) captured the top market position with a 20% share, benefiting from a robust offline network and the popularity of its mid-range T series [7][9]. - Samsung followed with a 13% market share, supported by its S series and A series, along with successful promotions for its high-end Galaxy Z Fold series [6][7]. - OPPO achieved accelerated growth through a diverse product portfolio and enhanced retailer collaboration [7]. - Apple entered the top five in shipment volume for the first time in Q3 2025, making India the third-largest iPhone market globally [9]. Additional Trends - The online channel accounted for 45% of shipments during the festive season, while offline channels maintained a dominant 55% share [14]. - iQOO emerged as the fastest-growing brand with a 54% year-on-year increase in shipments, driven by a strong gaming-focused product line and community marketing efforts [14]. - Motorola's shipments grew by 53%, fueled by demand for its G series and Edge series [14].

Core Insights - Samsung has unveiled its first tri-fold smartphone prototype, tentatively named "Galaxy Z TriFold," during the APEC Business Leaders Summit, showcasing its engineering capabilities in a competitive market [1][2] Group 1: Product Features - The Galaxy Z TriFold features a dual inward-folding structure, with a thickness of approximately 4.2 mm when fully opened and between 1.2 to 1.5 cm when closed [1] - The device is estimated to have a screen size of around 10 inches when fully opened, resembling a "mini tablet" with a significantly wider aspect ratio [1] - The external screen size is approximately 6.5 inches, comparable to the Galaxy Z Fold series, and the prototype reportedly has minimal visible creases [1] Group 2: Market Position and Pricing - The estimated price for the Galaxy Z TriFold is around 4 million KRW (approximately 20,000 RMB), significantly higher than the starting price of the Galaxy Z Fold7 at 2.38 million KRW [2] - Initial production is expected to be between 50,000 to 100,000 units, with a focus on the South Korean and Chinese markets before considering a global rollout [2] - The launch of the Galaxy Z TriFold will position Samsung in direct competition with Huawei's tri-fold smartphone, the Mate XT, which was released last year [2] Group 3: Market Trends - The global foldable smartphone market is currently dominated by Huawei, holding a 45% market share, while Samsung's share has decreased to 9% due to competition from Motorola [2] - According to IDC, the global foldable smartphone market is projected to reach approximately 19.83 million units by 2025, with a compound annual growth rate of 7.8% expected through 2029 [3] - Despite being a niche high-end market, foldable smartphones serve as a critical platform for manufacturers to showcase their hardware innovation and technological capabilities [3]

Group 1 - Samsung Electronics is negotiating partnerships with companies like OpenAI and Perplexity AI to integrate more AI services into the next-generation Galaxy devices, aiming to provide a richer alternative to Google's Gemini [1] - The company plans to offer diverse AI options for the upcoming Galaxy S26 smartphone series, moving away from reliance solely on Alphabet's AI models [1] - Samsung is reportedly close to finalizing an investment agreement with Perplexity to incorporate its applications and assistant features into its products [1] Group 2 - In the newly released Galaxy Z Flip 7 foldable phone, Samsung has adopted its self-developed Exynos chipsets to reduce dependence on Qualcomm and address market concerns regarding the efficiency and thermal performance of its Exynos series [2] - Apple is set to launch its first foldable iPhone next year, which will feature a design similar to Samsung's Galaxy Z Fold series and utilize several core components, including foldable OLED screens supplied by Samsung Display [2] - The introduction of more global companies into the foldable phone market is seen as beneficial for industry development, according to Samsung's mobile business president [2]

Core Viewpoint - Apple is set to launch its first foldable iPhone by the end of next year, which is described as "the least Apple-like product ever" due to its lack of revolutionary interaction methods and hardware design [1][2]. Group 1: Foldable iPhone Details - The foldable iPhone will adopt a design similar to Samsung's Galaxy Z Fold series and will use core components, including a foldable OLED screen supplied by Samsung [2][4]. - The starting price for the foldable iPhone is expected to be no less than $2,000 (approximately 14,000 RMB), which could significantly boost iPhone revenue even if sales do not reach peak levels [4]. - Apple's entry into the foldable phone market is strategically timed as the category is particularly popular in China, where local brands like Xiaomi, Honor, Huawei, and Vivo have already launched foldable devices [4]. Group 2: iPad Pro Updates - The upcoming iPad Pro, set to launch in May 2024, will feature the M4 chip, a thinner design, and a second front-facing camera on the vertical side to enhance the user experience for both portrait and landscape orientations [7][9]. - This upgrade aims to improve the FaceTime experience and video conferencing for users who prefer different orientations, although it may pose challenges for users who primarily use the device in portrait mode [7]. Group 3: Market Position and Strategy - Apple's strategy has historically involved entering markets early and redefining product categories, as seen with the iPod, iPhone, iPad, Apple Watch, and AirPods, which have all reshaped their respective markets [5]. - Despite the conservative design approach for the foldable iPhone, Apple's strong supply chain integration and brand power are expected to help it capture a significant share of the foldable market [10].

Core Insights - Apple is entering the foldable smartphone market as a "follower" rather than a leader, with its first foldable iPhone expected to launch by the end of 2026, following a market established by Samsung for seven years [1][2] - Unlike its previous groundbreaking products, Apple's entry into this market will not rely on revolutionary technology or design, but rather on a device similar to Samsung's Galaxy Z Fold series, with the OLED foldable screen supplied by Samsung Display [1][2] Group 1: Product Strategy - Apple's approach to the foldable smartphone will not introduce revolutionary interaction interfaces or hardware, but will aim to provide a similar experience to existing products, marking a rare follower position for a company known for leading trends [3] - The engineering team is focused on addressing long-standing weaknesses in foldable devices, such as minimizing screen creases and improving hinge durability and feel [3] - The upcoming iOS 27 will prioritize custom software features for the new device form factor to ensure a smooth user experience [3] Group 2: Market Positioning - Apple's foldable strategy is closely linked to its plans for the Chinese market, where local brands like Xiaomi and Huawei have already launched multiple foldable phones, with a preference for the "book-style" design [4] - The starting price of $2,000 aligns with the purchasing power of high-end Chinese consumers and may be a key factor in boosting sales in China [4] - Despite a lack of hardware innovation, Apple is expected to leverage its brand strength to tap into the market, as millions of iPhone users are reportedly waiting for a foldable product without wanting to switch to Android [4]

Core Insights - The report by Omdia indicates that the shipment of smartphones using flexible AMOLED displays reached 151 million units in Q1 2025, marking a 15% year-on-year increase, with a stable annual growth rate of around 20% over the past three years [1] - Flexible AMOLED displays have captured 51% of the smartphone display market, signaling a significant shift in display technology as they gradually replace traditional LCDs [1][3] Market Trends - The demand for lighter and more flexible screens among consumers has significantly boosted the shipment of flexible AMOLED displays, with more mid-to-high-end models adopting this technology due to technological maturity and cost reduction [1][3] - The market share of smartphones with AMOLED displays has risen to 63% in Q1 2025, up from 57% in the same period last year, while LCD-equipped smartphones have seen their market share decline to 37% [3][4] Technological Advantages - Flexible AMOLED displays offer superior display quality, including near-infinite contrast ratios and high peak brightness levels exceeding 1800 nits, making them ideal for high-definition content and mobile office use [2] - The foldable feature of flexible AMOLED displays is a key highlight, enabling larger screen sizes for multitasking and entertainment while maintaining portability [3] Competitive Landscape - The competition in the flexible AMOLED market is intensifying, with Chinese manufacturers like BOE, Tianma, and Visionox rapidly advancing in technology and production capacity, challenging the dominance of South Korean firms [5][6] - Omdia forecasts that by 2024, Chinese manufacturers will ship 36.4 million AMOLED panels, a significant increase of over 12 million units from 2023, indicating a growing presence in the global market [6] Future Outlook - Industry experts predict that the penetration of flexible AMOLED technology in smartphones will continue to rise, with expectations of over 750 million units shipped by the end of 2025 [4] - The competition will increasingly focus on technological innovation, production efficiency, and supply chain integration, benefiting consumers through enhanced product offerings [6][7]