报告指出，2025年，全球智能手机出货量连续第二年增长，实现了2%的同比增长。市场在2025年全年保持增长势头，主要受高端需求增加和关键新兴市场 势头好转，以及5G设备在新兴市场日益普及的共同推动 1月12日，研究机构Counterpoint Research最新报告显示，2025年全球智能手机出货量同比增长2%，其中苹果以20%的市场份额和10%的同比增长率领跑全球 市场。 该机构高级分析师Shilpi Jain表示："2025年，受消费者升级至高端设备驱动，智能手机市场继续向更高价格段逐步转移。与此同时，发展中地区对5G手机的 需求急剧上升。此外，出于对关税风险的担忧，OEM厂商在上半年提前出货，但随着时间推移，关税的影响比市场预期温和，从而抑制了其对下半年销量 的影响。2025年全年的增长在各地区间表现不均。日本、中东和非洲(MEA)以及亚太地区(APAC)部分市场的表现抵消了成熟市场的疲软。" 2025年第四季度，受前几个季度库存积压影响，智能手机出货量平稳收官，同比增长1%。苹果领跑该季度，占全球出货量的四分之一，创下其历史最高份 额，三星以17%紧随其后。 高级分析师Varun Mishra分析认 ...

Core Insights - The global high-end smartphone sales reached a historical high in the first half of 2025, with an 8% year-on-year growth, outperforming the overall smartphone market which grew by only 4% [1] Company Performance - Apple led the market with over 62% share, achieving a 3% year-on-year growth, primarily driven by emerging markets [1] - Samsung followed with a 7% year-on-year growth, boosted by the performance of its S25 series compared to the S24 [1] - Xiaomi ranked third with a significant 55% year-on-year increase, largely attributed to growth in China and the positive impact of its high-end electric vehicle launch on its smartphone business [1] - Google re-entered the top five high-end smartphone brands after five years, with its Pixel 9 series performing strongly, resulting in a doubling of sales year-on-year due to market expansion and aggressive marketing strategies [1]

Core Insights - The global high-end smartphone market is experiencing significant growth, with a projected 8% year-on-year increase in sales for the first half of 2025, outpacing the overall smartphone market growth of 4% [1] - High-end smartphones now account for over 60% of global smartphone revenue, highlighting their strategic importance in the market [1] Company Performance - Apple remains the largest brand in the high-end market with a 3% year-on-year growth, holding a 62% market share, although its share has slightly declined due to faster growth from other OEMs [1] - Xiaomi has shown notable improvement in the high-end segment in China, leveraging its advancements in electric vehicles (EV) and Internet of Things (IoT) to enhance its smartphone business [4] - Google has re-entered the top five high-end smartphone brands after five years, with its Pixel 9 series seeing a doubling in sales due to strong performance and effective marketing [4] - Samsung has achieved growth through its S25 series, which has outperformed the S24, and anticipates further success with the upcoming Z Fold7 [4] Market Trends - The top ten high-end markets contribute nearly 80% of sales, with India being the fastest-growing market at 37% growth, driven by Apple's strong performance and accessible financing options [4] - China remains the largest contributor to growth in absolute numbers within the high-end market [4] - Foldable smartphones are emerging as a niche but growing category, serving as a key differentiator for brands and expanding high-end product lines [5] - Devices with generative AI capabilities accounted for over 80% of high-end smartphone sales in the first half of 2025, indicating a strong consumer preference for innovative technology [5]

Core Insights - The global high-end smartphone sales are projected to grow by 8% year-on-year in the first half of 2025, reaching a historical high for the period, outpacing the overall smartphone market growth of 4% [1] Company Performance - Apple leads the market with over 62% share, experiencing a 3% year-on-year growth, primarily driven by emerging markets [1] - Samsung follows with a 7% year-on-year growth, benefiting from the strong performance of its S25 series compared to the S24 [1] - Xiaomi ranks third with a significant 55% year-on-year increase, largely attributed to growth in China and the positive impact of its high-end electric vehicle launch on its smartphone business [1] - Google re-enters the top five high-end smartphone brands after five years, with its Pixel 9 series showing strong performance, doubling its sales due to market expansion and aggressive marketing strategies [1]

Core Insights - Global smartphone shipments are projected to slightly decline to 288.9 million units in Q2 2025 due to moderate consumer demand, with manufacturers focusing on new product launches in Q3 to stimulate demand before the holiday shopping season [1][8] - Samsung maintained its position as the largest vendor with shipments of 57.5 million units, a 7% year-on-year increase, driven by the Galaxy A series targeting the mass market [1][3] - Apple ranked second with iPhone shipments of 44.8 million units, a 2% decline, facing challenges from intense competition in China and inventory adjustments in the U.S. market [1][3] - Vivo and Transsion ranked fourth and fifth, with shipments of 26.4 million and 24.6 million units, reflecting a 2% increase and a 3% decline year-on-year, respectively [1] Company Strategies - Samsung is refocusing on a "smart volume" strategy to expand its Galaxy A series while continuing to promote high-end models, with the A0x and A1x series playing a crucial role in emerging markets [3] - The company preemptively stocked up in the U.S. market due to tariff concerns, resulting in a significant 38% year-on-year increase in shipments to the U.S. [3] Market Trends - The Middle East and Africa showed strong growth, driven by government policies, increased competition, and a shift from feature phones to smartphones, along with innovative payment models [5] - The brand Nothing experienced a remarkable 177% year-on-year increase in shipments, surpassing 1 million units for the first time, primarily due to its successful strategy in the Indian market [5] Future Outlook - Manufacturers are prioritizing profitability and adjusting their strategies to align with the market realities of 2025, focusing on cost control and optimized resource planning [7] - The upcoming Q3 product launches will emphasize trends such as AI, foldable screens, and lightweight designs, although caution is advised due to low consumer confidence [8]

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]

Core Insights - The Indian smartphone market experienced an 8% year-on-year decline in Q1 2025, with total shipments reaching 32.4 million units, primarily due to weak consumer demand and high channel inventory from late 2024 [1][2] - Chinese smartphone brands continue to dominate the Indian market, holding a 70% market share, with four out of the top five brands being Chinese [1][3] Market Performance - Vivo led the market with 7 million units shipped and a 22% market share, followed by Samsung with 5.1 million units (16% market share), and Xiaomi with 4 million units (12% market share) [3][4] - OPPO and realme also showed growth, with OPPO achieving a 5% increase in shipments and realme growing by 3% [3][4] Brand Strategies - Vivo's success is attributed to a balanced product portfolio and effective channel execution, while OPPO leveraged its retail channel strengths [3][4] - Xiaomi faced a 38% decline in shipments due to high inventory and conservative channel sentiment, despite a stable performance from its Redmi 14C 5G model [4] Market Dynamics - The overall market decline has led to a reliance on retail and distribution networks to drive sales, with channel incentive programs and offline promotions becoming crucial for market share competition [1][2] - The Indian smartphone manufacturing share is increasing, supported by government initiatives and a growing local market [6][7] Future Outlook - The smartphone market in India is expected to see moderate growth in 2025, influenced by fluctuating demand and the ongoing impact of changing tariff policies [8][9] - Brands like Apple and Samsung are focusing on higher average selling prices (ASP) and user upgrade intentions to navigate the challenging market environment [9]

Canalys（现并入Omdia）数据显示，2025年第一季度，印度智能手机出货量同比下降8%，总计3240万部，主 要受持续疲软的需求和2024年末渠道库存偏高的影响。高库存水平扰乱了新品发布节奏，厂商被迫重新调整渠 道策略。vivo以700万部的出货量和22%的市场份额稳居榜首，进一步扩大领先优势。三星出货510万部，小米 则以400万部的出货量和12%的市场份额排名第三。OPPO（不含一加）出货390万部，realme则为350万部。 Chaurasia补充道："2025年第一季度，vivo凭借均衡的产品组合和高效的渠道执行扩大了其领先优势。其V50系 列借助与蔡司的合作、婚礼季营销活动以及KOL主导的推广活动显著提升了品牌曝光度，而T系列和Y系列则 实现了线上线下的强协同。OPPO（不含一加）继续发挥其零售渠道优势，强调产品的耐用设计、防水功能和 长续航表现，帮助其实现稳步增长。realme在完成库存调整后重新获得增长动能，近20%的出货来自新推出的 14X 5G机型，线下渠道目前贡献了其58%的出货量。相比之下，小米虽然较早推出Note 14系列，但受限于高 库存和渠道情绪保守，市场反应平平。不过， ...

Core Insights - The Indian smartphone market experienced an 8% year-on-year decline in Q1 2025, with total shipments reaching 32.4 million units, primarily due to weak demand and high channel inventory from late 2024 [1][4] - Vivo maintained its leading position with a 22% market share, followed by Samsung at 16%, Xiaomi at 12%, OPPO at 12%, and realme at 11% [1][4] - The market is expected to be channel-driven in 2025, with manufacturers relying on retail and distribution networks to boost sales amid weak natural demand [1][3] Market Performance - Vivo's shipments increased by 13% year-on-year to 7 million units, benefiting from a balanced product portfolio and effective channel execution [1][4] - Samsung's shipments fell by 23% to 5.1 million units, despite a 5% year-on-year growth in the S25 series due to high-end positioning [1][4] - Xiaomi's shipments dropped by 38% to 4 million units, affected by high inventory and cautious channel sentiment, although the Redmi 14C 5G performed well in the entry-level market [1][4] Strategic Insights - OPPO leveraged its retail channel advantages, focusing on durable design and long battery life, resulting in a 5% increase in shipments to 3.9 million units [1][4] - Realme regained growth momentum after inventory adjustments, with nearly 20% of shipments coming from the newly launched 14X 5G model [1][4] - Apple achieved its strongest Q1 performance in India, driven by the popularity of the iPhone 16 series and promotional activities during Republic Day [1][3] Future Outlook - The Indian smartphone market is expected to see moderate growth in 2025, influenced by rising average selling prices (ASP) and a trend towards premiumization [3] - The market's highlights will likely concentrate in the price range of 20,000 to 30,000 INR (approximately 250 to 350 USD) as consumer spending remains sensitive to agricultural income in rural areas [3]