20230920-CINNO_Research-iPhone15销量或不及上一代_将同比下滑约22__3页_727kb

中国经济复苏疲软和消费需求疲软 combined with the maturation of smartphone features and high device penetration have extended upgrade cycles, leading to overall smartphone sales decline. CINNOResearch predicts Chinese smartphone market sales will decrease slightly by 2% in 2023, reaching 250 million units.

Apple has increasingly focused on high-end smartphone strategy to maintain revenue amid long-term sales declines. In 2023, high-end smartphones priced over 5,000 yuan accounted for 23% of the market, with Apple capturing 75% of that segment, up from just 48% in 2020.

The introduction of the Huawei Mate60Pro in August 2023 may disrupt the duopoly in the high-end market, potentially challenging Apple's dominance. Apple's iPhone13 series previously dominated with over 25% market share, but its 2022 iPhone14 series saw a 25% year-over-year decline in sales.

For the iPhone15 series, released in 2023 with minor upgrades, CINNOResearch forecasts Apple's total smartphone sales in China will reach 45.5 million units in 2023, a 2% decline, and iPhone15 series sales could be around 10 million units, down 22% from the iPhone14 series.