苹果第一不保，更致命威胁将至| 娜姐笔记

第一财经04-25

三个月的时间，苹果中国智能手机市场第一的位置还没有坐热，就被其他手机厂商挤了下来。根据国际数据公司IDC发布的最新报告，一季度荣耀、华为、OPPO分别以17.1%、17.0%以及15.7%的份额拿下中国智能手机市场前三。苹果出货量同比下降6.6%，份额为15.6%。国产手机厂商的反扑成为了苹果在这一季下滑的主要原因。尽管不断进行调价促销，但苹果面临竞品的挑战和压力日益增大。Mate 60系列与...

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Sister Na's Notes","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"AAPL":1},"content_text":"三个月的时间，苹果中国智能手机市场第一的位置还没有坐热，就被其他手机厂商挤了下来。根据国际数据公司IDC发布的最新报告，一季度荣耀、华为、OPPO分别以17.1%、17.0%以及15.7%的份额拿下中国智能手机市场前三。苹果出货量同比下降6.6%，份额为15.6%。国产手机厂商的反扑成为了苹果在这一季下滑的主要原因。尽管不断进行调价促销，但苹果面临竞品的挑战和压力日益增大。Mate 60系列与nova 12系列的全面回归让华为一季度同比增长了110%，而荣耀和OPPO则分别依靠Magic 6系列和Find X7打开了销售局面。作为回击，苹果在今年年初就有所动作，启动“限时优惠”并在随后对相关新品进行调价。但即便如此，今年前六周，苹果公司在中国的iPhone销量同比下降24%。IDC中国研究经理郭天翔认为，在已经有了比以往更早以及力度更大的促销以后，苹果的市场份额和出货量依然下滑，显示在自身产品难以做出即时改变或提升的情况下，调整价格成为了苹果唯一的应对办法。这与苹果之前在中国的处境形成了强烈对比。过去五年，华为跌倒，苹果吃饱成为了中国智能手机行业的真实写照。苹果在中国的市场份额也从低谷期的8.9%逐步攀升至17.3%，成为华为高端市场的最大接盘者。其他国产手机厂商的份额稳定在16%，年出货量在4000万台至4500万台之间。但随着华为的回归，市场开始出现明显变化，尤其是高端市场。郭天翔统计了中国智能手机市场一季度600美元以上市场的变化。虽然苹果依然是主力产品，但华为份额由去年同期的13.1%上升到20.5%，荣耀由3.8%上升到8.5%，这一信号也在其他安卓手机品牌身上出现。在业内看来，让苹果警惕的，从来不是被挤下第一的位置，而是来自于对手们对高端市场的觊觎。五年前，虽然国产品牌已逐步切入高端市场，但单一国产品牌和个别机型还很难冲击苹果在高端市场的统治地位。不过，从过去几年的技术发展来看，不管是软件层的操作系统、AI大模型还是硬件层的折叠屏、摄像头，甚至是卫星技术、计算摄影，国产品牌正在形成合力，试图从整体上改变消费者对于国产高端机的既有印象。据GfK中国手机零售监测数据显示，去年第三季度，国产手机市场的均价已达3480元，相较之下，2019年均价还在2685元。虽然这一数据与苹果iPhone的均价仍有差距，但显示中国厂商已经把更多的精力投入到中高端市场。但从技术投入来看，成本压力也将成为今年国产手机面临的最大挑战。realme副总裁、中国区总裁徐起曾向记者表示，今年手机存储涨价的趋势非常明显，预计明年每个季度都会继续涨价，整个消费电子市场对于涨价的压力感知会非常明显。究其原因，随着AI大模型的兴起，12GB以上运存的手机出货量占比从2023年的第一季度的2%上升到2024年的第一季度的10%。大内存方面，256GB以上（含256GB）的手机出货占比上升迅速，去年四季度的出货量份额上升到17%左右，这也带动了内存价格的上涨。群智咨询（Sigmaintell）成本监测报告显示，以UFS/256GB NAND产品为例，一季度行业价格环比上涨约20%。以12GB/LPDDR5 DRAM产品为例，一季度价格环比上涨约15%。“不仅仅是内存的涨价，面板方面，主要为OLED产品价格处于环比季度上涨趋势，上涨幅度约10%。摄像头模组方面，以50M(1/2.8\",0.6xum, OIS)为例，一季度价格环比上涨约9%。”群智咨询半导体分析师王旭东对记者表示，核心器件价格仍然处于上涨通道，这将对手机成本构成一定的压力。从短期来看，成本与利润的平衡考验着当下手机厂商掌舵者的智慧。长期来看，随着苹果对高端市场的进一步反攻，国内智能手机市场将会迎来更加激烈的变动，各个手机品牌攻防战启幕之时，新的市场格局也在酝酿。","kind":null,"is_publish_news":null,"is_publish_highlight":null,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.22.4","shortVersion":"4.22.4","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2430821112"}