除了因政策原因无法进入的美国市场，日本也算得上是国内手机厂商久攻不下的一块硬骨头。以高性价 比著称的国产手机难以打入日本市场，其实iPhone可以说是居功至伟。要知道在高峰期，iPhone在日本 的市场份额一度接近60%，甚至于比在美国主场的市占率更高。 时隔三年，苹果CEO蒂姆·库克再次来到日本。这一次他的日本行相当丰富，除了为东京银座的Apple Store重新开业助阵，后续还与日本男团Number_i会面、拥抱皮卡丘，并体验了万代南梦宫的iOS游戏 《七龙珠激震小队》。 当然，一如不久前在中国说出"没有中国就没有现在的苹果"，库克在日本也表示，"东京的活力无与伦 比"、"日本是游戏玩家的天堂"。显而易见，这一次库克去日本与此前数次前往中国都是为了释放信 号、展示姿态，试图重新稳固这个iPhone的基本盘。 01 出现这一情况的原因很简单，因为苹果与日本运营商结成了紧密的同盟关系。谈及美国手机市场，一个 绕不开的话题就是运营商对于渠道的强力控制，使得绝大多数美国消费者购买手机都是通过运营商，而 这一现象在日本则有过之而无不及。如果说美国的Verizon、AT&T与苹果和三星是合作关系，那么京 瓷、夏普等日 ...

Group 1: Global Smartphone Market Overview - In Q1 2025, the global smartphone market experienced a slight year-on-year growth of 0.2%, indicating a plateau in market recovery due to macroeconomic and geopolitical uncertainties affecting consumer sentiment [1] - The global smartphone shipment volume is projected to reach 1.22 billion units in 2025, reflecting a modest year-on-year increase of 0.1% [1] - The market is expected to grow at a compound annual growth rate (CAGR) of 1% from 2025 to 2029, facing challenges from declining low-end replacement demand and fluctuating local government policies [1] Group 2: High-End Smartphone Market Insights - The demand for high-end smartphones remains resilient, with shipments in the $600+ price segment increasing by 12% year-on-year in Q1 2025 [3] - Apple leads the high-end market with a 59% share and a 10% year-on-year growth, while Samsung follows with a 22% share but a 1% decline in shipments [4][3] - Huawei's high-end segment saw a significant growth of 69%, capturing a 9% market share, while Google and Xiaomi also reported year-on-year increases of 21% and 81%, respectively [4][3] Group 3: AI Smartphone Projections - Canalys forecasts that the penetration rate of AI smartphones will reach 34% in 2025, driven by advancements in chip capabilities and the efficiency of edge models [9] - New mid-range SoCs, such as Snapdragon 8s Gen4 and Dimensity 9400e, are expected to support the smooth operation of large models, further enhancing AI smartphone adoption [9] - The market for AI smartphones is anticipated to maintain a rapid growth trend from 2025 to 2026 [9] Group 4: Foldable Smartphone Forecast - The shipment volume of foldable smartphones is expected to achieve only a 0.1% year-on-year growth in 2025, as demand remains under pressure despite efforts from major manufacturers to lower prices and expand SKUs [24] - 2026 may be a pivotal year for the foldable market, with rumors of Apple's foldable product potentially revitalizing market interest and discussions around software interaction and hardware design [24]