Electronic Enthusiasts Network reported (text/Huang Shanming) The smartphone market has been developing for more than ten years, and the industry chain has become quite mature. However, with the beginning of the first half of this year, the predicament of consumer electronics has caused mobile phone manufacturers to encounter a cold winter again, and the second-quarter financial reports released by various major manufacturers are embarrassing.

However, although the cold winter of the smartphone market has arrived, not every manufacturer will encounter such a situation. This cold wind seems to be blowing only to Android manufacturers, but for Apple, it is like a spring breeze. And this benefit has also benefited the Apple industry chain. Although the smartphone market is weak, the fruit chain companies are busy.

The ebb and flow of the smartphone market

In July of this year, Apple released its financial results for the third quarter of fiscal 2022, which ended on June 25. According to the data, Apple’s third-quarter revenue reached US$83 billion, a year-on-year increase of 1.9%; net profit was US$19.44 billion, a year-on-year decrease of 10.6%.

The decline in Apple’s net profit is also in line with the market’s pessimism about the consumer electronics market. However, a closer look reveals that Apple’s profit reduction is mainly due to the decline in revenue from Mac, iPad and other products, while iPhone revenue is 40.67 billion US dollars, but a year-on-year increase 2.8%.

This also proves that Apple has stably passed the constraints of the supply chain, and that the high-end mobile phone market released by Huawei after being sanctioned by the United States is basically occupied by Apple.

according toAccording to Canalys data, in the second quarter of 2022, global smartphone shipments fell by 9% year-on-year, and the market shares of Chinese manufacturers OPPO and vivo dropped to 10% and 9%, respectively. In sharp contrast, Apple grew by 3% year-on-year and expanded its market share to 17%.

The main reason for Apple’s market share expansion is its outstanding performance in the high-end machine market.The latest report released by market research firm Counterpoint shows that in the second quarter of 2022, the proportion of sales of high-end smartphones (wholesale prices are $400 and above) in China increased from 31% in the same period last year to 33%. Apple performed well in the Q2 high-end machine market in 2022, with a year-on-year increase of 147%, while Samsung also increased by 133% year-on-year.

While overall smartphone sales fell 14% year-on-year, high-end smartphone sales fell only 10% year-on-year. The top six OEMs account for 95 percent of the premium segment.Specifically,In the second quarter of 2022, the top brand in China’s high-end smartphone market share is Apple, accounting for 46%; the second to sixth are vivo, Huawei, Honor, Xiaomi and OPPO, with market shares of 13% and 11% respectively. %, 9%, 8% and 8%.

As smartphone sales have declined, so have cellphone-related components. For example, MediaTek has cut off 30%-35% of orders for low-end products in the fourth quarter of 2022, and Qualcomm has also cut off about 10%-15% of orders for the flagship chip platform Snapdragon 8 series in the second half of the year.

at the same timeShipments of camera modules and lenses for domestic Android-branded mobile phones are expected to drop by 20%-30% year-on-year in the third quarterAccording to data from Sigmaintell, the global smartphone panel shipments in the first quarter were about 436 million pieces, a year-on-year decrease of about 12.5% ​​and a month-on-month decrease of about 14.7%.

In addition, for example, the latest announcement of the performance report for the first half of 2022 disclosed by the domestic RF chip leader Zhuoshengwei shows that the net profit attributable to shareholders of listed companies from January to June 2022 is expected to be 713 million yuan to 764 million yuan, a year-on-year decrease of 24.69 million yuan. %-29.72%, a decrease of about 250 million to 301 million yuan over the same period of the previous year. Deducted non-net profit is expected to be 719 million yuan to 769 million yuan, a year-on-year decrease of 22.63%-27.66%. The weakness of the domestic mobile phone market has made relevant manufacturers shudder.

Fruit Chain Neverwinter

Compared with the manufacturers who mainly focus on the Android supply chain, the Apple supply chain presents a busy scene. So far, a number of Apple concept listed companies have released mid-year performance forecasts. For example, the profits of related companies such as Anjie Technology and Huanxu Electronics have doubled, and the growth rate of Anjie Technology is as high as 444%.

In addition, for example, the mid-year financial report released by Luxshare Precision recently showed that the revenue in the first half of the year was 81.961 billion yuan, a year-on-year increase of 70.23%. The growth rate of this business has exceeded the annual performance growth rate of 2019-2021. It should be clear that the second half of the year is usually the peak season for consumer electronics, and the weakness of the mobile phone market in the first half of the year still allowed Luxshare Precision to have such a high growth rate, which shows its large order business.

In addition to announcing the results for the first half of the year, Luxshare Precision also gave a performance forecast for the third quarter of this year, indicating that the profit growth in the third quarter will exceed expectations. It is estimated that the net profit attributable to the parent in the third quarter will reach 2.31-2.78 billion yuan, a year-on-year increase of 44.5%-73.8% and a month-on-month increase of 16.7%-40.4%.

As an iconic Apple industry chain company, more than 70% of Luxshare’s revenue comes from Apple, including iPhone 13 Pro, AirPods, Apple Watch and other products. In addition, there is news in the market that in the future, Apple’s second-generation MR headset is expected to be shipped in the second half of 2024. Luxshare, as the initial exclusive NPI (new product introduction) supplier, is expected to ship more than 1,000 products. million level.

In addition, many Apple supply chain manufacturers that have given financial report forecasts are mostly showing a growth trend. Compared with the shrinking of Android mobile phone suppliers, Apple’s supply chain can be described as continuous orders, crossing the consumer electronics cycle. In an obvious contrast, Oufeiguang’s performance dropped sharply after leaving Apple, while BOE’s profit in 2021 is equivalent to the sum of the previous 10-year profits after becoming an Apple supplier.

At the same time, Tianfeng International analyst Ming-Chi Kuo also recently stated that the average selling price of the iPhone 14 series models is expected to increase by 15%, reaching 1,000-1,050 US dollars (about 6,846-7,208 yuan). To this end, major companies in the Apple industry chain such as Foxconn and Wingtech are eagerly recruiting employees, and even offer a lot of entry bonuses.

Such as Shenzhen FoxconniDPBG Business GroupIn the process of recruiting, it is reported that in July its internal referral bonus reached 5,280 yuan per person, while the bonus at the end of June was 3,480 yuan per person.iDPBG Business GroupIt is Foxconn’s business unit responsible for iPhone assembly.

The popularity of related Apple industry chain companies is mainly due to the fact that the shipments of the iPhone 13 series are much larger than expected, which makes Apple full of confidence in the new iPhone 14 series to be released in September. number of orders.

Under the general cold winter of consumer electronics today, the Apple industry chain has also become one of the few certainties in the current consumer electronics industry chain.

write at the end

At this point, we can find a question, why Apple mobile phones have been welcomed by more people when the mobile phone market is generally declining. Mainly under the influence of the current general environment, the epidemic, international conflicts, inflation and other factors, ordinary consumers have greatly reduced their non-essential expenditures. Even if they buy mobile phones, it is best to buy products that can last longer. Apple It is undoubtedly the best experience in long-term use.

So why do consumers not choose Android flagships, but Apple phones? An external reason is that while the price of Qualcomm’s previous generations of mobile phone SoCs has risen sharply, the performance has not increased much, and the problem of heating has been criticized. In general, today’s Android flagship phones are not much different from those of two years ago, but they are a lot more expensive.

The more important internal reason is that when the price goes up, but there is no unique selling point of its own, it is difficult for consumers to pay. Apple has its own ecology and powerful chips, Huawei also has its own chips and excellent communication capabilities, and Samsung has its own screens, memory, etc. These are the unique selling points of manufacturers.

Moreover, the emergence of these self-developed products will not only increase the recognition of consumers, but also benefit the industry chain and create new demand. This is the case with Apple and Huawei.

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