vivo手機收購emerging markets, Apple took the #1 spot in Q1 2025, its first ever for the first quarter, with a 19% share. Strong sales growth in markets like Japan and India helped.The global smartphone market is likely to show a decline in 2025, as rising economic uncertainties caused by tariffs are likely to hurt consumer demand across markets, especially in the US. Consequently, we have revised our full-year forecast and now expect volumes to decline slightly YoY in 2025. Seoul, Beijing, Buenos Aires, Hong Kong, London, New Delhi, San Diego, Taipei, Tokyo – April 14, 2025The global smartphone market grew 3% YoY in Q1 2025, according to preliminary results from Counterpoint Research’s Market Pulse Early Look. Declines in developed markets were offset by growth in China owing to government subsidies, and continuing recovery in key emerging markets across Latin America, Asia-Pacific and Middle East & Africa.Commenting on market dynamics, Senior Research Analyst Ankit Malhotra said, “The market got off to a mixed start in 2025, where Q1 saw continued improvement in economic conditions, particularly in emerging markets. But mature markets like North America, Europe and China showed signs of fatigue after a recovery in 2024. Sales in January were particularly strong, with a subsidy-led demand boost in China. The momentum continued with major launches like Samsung’s S25 and iPhone 16e, but it turned quickly as economic uncertainties and trade war risks started mounting, especially towards the end of the quarter. We continue to analyze changes in policies and are currently projecting the market to decline YoY in 2025, despite growth in Q1.” OEM dynamics continue to remain interesting. Helped by the iPhone 16e launch in a non-traditional quarter and continued growth and expansion in its non-core markets, Apple took the #1 spot in Q1 2025, despite the challenges faced in its biggest markets. While sales in the US, Europe and China were either flat or declining, Apple recorded double-digit growth in Japan, India, Middle East and Africa, and Southeast Asia. Samsung followed Apple with 18% market share. While it had a slow start due to the late launch of the S25 series, its sales showed a resurgence after the launch of the flagship S25 and new A-series devices. Samsung’s sales grew by double-digits in March. The share of “Ultra” in the S25 series sales showed an increase.Xiaomi, continuing its strong sales momentum, gained market share, helped not only by expansion into new markets but also by significant growth in the domestic market, where the brand is enjoying a bigger and more ‘premium’ brand presence thanks to its successful foray into electric vehicles. The fastest-growing top-five brand, vivo手機收購vivo, gained a rank to take the fourth spot, thanks to its high exposure to the buoyant China market and expansion into emerging markets. OPPO came in at #5, and saw sales growth in India, Latin America and Europe. Outside of the top five, HONOR, Huawei and Motorola are growing quickly and providing tough competition globally. Huawei was the biggest OEM in China in Q1, while HONOR and Motorola showed high growth in multiple markets.After a decline in the market in 2023, it has shown steady growth led by improvement in macroeconomic conditions. Smartphones being an essential product will always have a steady sales graph, but economic uncertainties can make consumers postpone their purchases and thus, the rise in trade risks and unsettling of the supply chain can negatively impact on the market going forward. The proliferation of new technologies like GenAI and foldables will continue, but OEMs need to carefully monitor demand going forward. While our long-term outlook remains steady, we believe the market will show a decline in 2025. BackgroundCounterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.
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記者蘇晟彥／台北報導
隨著2025年Q2落幕，台灣手機市場再掀價格下修潮。根據全台最大通訊連鎖門市─傑昇通信統計，本季單機降幅普遍落在7%至32%之間，降價力道持續不減；累計上市以來，各機型總降幅也呈現13%至39%不等。季降價金額冠軍由三星最新旗艦Galaxy S25 Edge（12GB/512GB）奪下，單季調降達10,410元；季降幅冠軍則由vivo手機收購vivo V50（12GB/512GB）與realme 14並列，兩機型均下跌32%。觀察降價榜機型分布，中高階至旗艦機型仍為降價主力，僅vivo手機收購vivo V50 Lite與realme 14為萬元以下平價機，反映市場均價拉高趨勢，傑昇通信也建議消費者趁價格落差擴大之際進場換機。
▼Galaxy S25 Edge成為Q2 降價冠軍。（圖／傑昇通訊提供）
2025年第二季降價榜單以vivo手機收購vivo機型表現最為突出，共有五款產品進入前十五名，顯見其全方位產品佈局；緊接著為三星，拿下四席，兩大品牌主導第二季降價榜前五名。又以三星Galaxy S25 Edge（12GB/512GB）及（12GB/256GB）分居冠亞軍，單季價格分別下調10,410元與7,410元，令人意外的是，該機型才於2025年5月上市，短時間內就大幅修正售價；傑昇通信分析，一方面因受新機開賣初期定價策略偏高，加上品牌欲強化新機鋪貨效應，提前祭出價格調整策略以拓展市佔所致。
在第二季降價榜單中，原價20,990元的vivo手機收購vivo V50（12GB/512GB）以32%的降幅勇奪季降幅冠軍，該機型定位於高性價比的中高階市場，以旗艦規格、較親民價位搶攻年輕族群；另一款realme 14則同樣有32%的降幅，從11,990元跌至8,190元，該款主打超值入門機種，目前亦為榜上售價最低的型號。傑昇通信指出，這類新品於開賣初期即與通路深度合作、拉低入手門檻，進一步增加消費者換機意願，且有助品牌於短期內快速衝銷量與提升市占。
再來是近期受到高度關注的摺疊手機，傑昇通信表示，三星Galaxy Z Fold6（12GB/1TB）自上市以來總計下調14,898元，遠高於同級旗艦，榮登累積總降價冠軍。此一現象顯示品牌策略重心從旗艦新機導向擴大摺疊機普及率，同時為新品Galaxy Z Fold7讓路而積極進行前代出清，值得注意的是，對於偏好穩定體驗、無新機迷思、且偏好S Pen操作與大螢幕的消費者而言，現階段入手前代旗艦機型，即可享受大幅價格紅利，加上通路現貨逐漸消化，可留意後續是否還有價格調整的空間。
此外，線上及實體通路配合促銷檔期推動庫存清理，帶動市場均價下滑幅度加速，最明顯的就是vivo手機收購vivo V50 Lite（8GB/256GB）以累積39%的總降幅成為降價新冠王，與realme 14同樣定位於萬元以下市場，共同為榜單中僅有的平價代表，顯示即使消費者關注價格，但降價主力仍集中於中高階與旗艦機；觀察本次降價榜，受通膨壓力、匯率波動和國際關稅政策影響，市場需求回歸理性，顯示即使品牌大量推出新品、推升市場均價，傑昇通信坦言，通路方仍傾向以高階機型作為價格調整主力，以維持利潤與吸引換機族群回流。
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