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记忆体成本飙涨!中国手机Q3出货量创14年同期新低 华为、苹果逆势突围

2026-10-21 17:30:50 网络 阅读(1)

根据市调机构 Counterpoint Research 最新发布的《智慧型手机市场监测服务》初步统计,2026年第三季中国智慧型手机市场遭遇寒冬,单季出货量较去年同期下滑 10%,创下自 2012 年以来同期的历史新低纪录。分析指出,记忆体价格持续攀升是主要推手,不仅大幅推升手机物料清单(BOM)成本,更造成严重的供应短缺,使得下半年市场跌幅进一步扩大。

记忆体成本飙涨!中国手机Q3出货量创14年同期新低 华为、苹果逆势突围

观察品牌厂表现,华为(Huawei)与苹果(Apple)合计囊括中国市场高达四成市占率,稳居产业领先地位。其中,华为凭借 21.3% 的市占率稳居第一,受惠于第三季初相对稳定的定价策略,旗下入门机种至旗舰系列销售强劲,带动整体出货量逆势年增 19%。不过,华为自 9 月 1 日起正式调涨售价,可能对后续销售带来压力。

苹果则以 19.5% 的市占率位居第二。受惠于标准版 iPhone 18 延后推出,成功催化消费者转向高阶的 iPhone 18 Pro 系列,使其上市前三周销量较上一代同期显著成长 23.5%,加上与高阶 Android 机种价差缩小,进一步提升了产品的市场竞争力。

面对记忆体成本上升,中国Android品牌采取不同产品策略。小米延后推出标准版Xiaomi 18;vivo、OPPO及荣耀(HONOR)则在旗舰系列新增Pro Max机型。同时,OPPO及荣耀也推出定位略低于标准版的产品,包括Find X10E及Magic9 Super。

透过扩大产品价格带,品牌厂得以调整消费者对价格的认知,并在吸收部分零组件成本的同时,控制入门售价涨幅,以维持平均销售价格(ASP)成长并降低涨价对销售的影响。

Counterpoint Research 资深分析师 Ivan Lim 指出,随着华为与苹果相继调涨售价,显示零组件成本上扬已超出品牌厂自行吸收的极限。面对手机价格普遍走扬,消费者多选择延长换机周期、观望大型促销或转向整新机市场,这股趋势恐将进一步削弱终端需求,并对第四季的整体销售表现带来压力。

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      "description": "Meta周三盘后公布将第三季财报,彭博估EPS 3.56美元、营收633亿美元,皆高于去年同期。
市场关注Meta资本支出年增117%至410亿美元,Reality Labs预计亏损52亿美元,考验AI支出回收。
Muse AI代理美国上线40天下载破1,000万次,Meta周二报694.25美元。",
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    {
      "id": 21260,
      "title": "从盟友到互呛 川普、泽伦斯基怎么了?三大争端一次看",
      "shortTitle": "从盟友到互呛 川普、泽伦斯基怎么了?三大争端一次看",
      "img": "https://cimg.cnyes.cool/prod/news/6634798/l/df27875d36c9ad654a133055f991081d.jpg",
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      "description": "川普与泽伦斯基因攻击俄罗斯炼油厂、军援与情报问题频频交锋,美乌关系出现裂痕
川普批泽伦斯基不知所云,并抱怨美国给很多、乌克兰却未回报;乌方拒停打俄国能源目标
美国未批准爱国者拦截飞弹转让,乌方又称星盾、星链受限并忧情报中断",
      "pv": 1,
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    {
      "id": 21261,
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      "shortTitle": "CoreWeave股价腰斩还有压力 汇丰看再跌37%、目标价",
      "img": "",
      "createdAt": "2026-10-21T03:33:34.000Z",
      "description": "汇丰维持CoreWeave「减码」与39美元目标价,称仍有约37.2%下跌空间。
汇丰估CoreWeave 2027年每百万瓦营收约1200万美元,低于超大规模云端业者的1700万至1800万美元。
大型语言模型成长放缓与殖利率攀升,恐削弱即期算力需求并压抑新兴云端业者扩产。",
      "pv": 1,
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    {
      "id": 21268,
      "title": "不必跟进降价促销!爱迪达原价照卖、关税退款助攻 获利预测上修",
      "shortTitle": "不必跟进降价促销!爱迪达原价照卖、关税退款助攻 获利预测上修",
      "img": "https://cimg.cnyes.cool/prod/news/6634618/l/166470c1e800ea594ab1af81a87076c6.jpg",
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      "description": "爱迪达因获美国关税退款及热销商品可原价销售,周二上修全年获利预测。
第3季营业利益年增37%至10.08亿欧元创新高,并获约2亿欧元关税退款。
全年营业利益估25亿欧元,高于先前23亿与市场估24亿;ADR一度涨3.9%。",
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    {
      "id": 21272,
      "title": "卢比欧放重话:若无美国支持 乌克兰早已不存在",
      "shortTitle": "卢比欧放重话:若无美国支持 乌克兰早已不存在",
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      "createdAt": "2026-10-21T06:15:07.000Z",
      "description": "卢比欧为川普政府援乌辩护,称若无美国协助,乌克兰早已不复存在。
《华尔街日报》指马斯克曾下令放缓Starlink运作,并在措施生效前与川普政府官员讨论。
卢比欧称威特科夫将赴圣彼得堡会俄方,谈判聚焦顿巴斯,乌克兰安全是核心。",
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      "shortTitle": "利率走高波及债市?柜买:今年永续债发行档数可望达标 金额规模",
      "img": "https://cimg.cnyes.cool/prod/news/6634931/l/1569622db5e2b86bc43db7a8614c8336.jpg",
      "createdAt": "2026-10-21T06:14:27.000Z",
      "description": "柜买中心截至10月20日永续发展债券流通在外256档、余额8270.33亿元,今年已发行32档、939.80亿元。
今年目标为43档、1300亿元,估Q4可补足11档,档数可达标,但金额仍有360.2亿元差距。
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      "shortTitle": "鑫创电子新专案数量暴增5倍 三大核心市场布局扩大",
      "img": "https://cimg.cnyes.cool/prod/news/6634941/l/21f4f50a4e9be023bd3d83cc67740690.jpg",
      "createdAt": "2026-10-21T05:50:17.000Z",
      "description": "鑫创电子(6680-TW)表示,随着全球国防自主化、智慧交通及工业自动化加速导入边缘AI,公司积极扩大三大核心市场布局,今年新专案与新产品开案量已突破去年同期5倍,市场拓展与产品开发动能持续升温。 鑫创电子董事长许育瑞指出,AI应用正从概念验证走向实际部署,带动军工、智慧交通及工业自动化市场对高可靠性边缘AI平台的需求。其中,军工无人载具、自动驾驶及工业机器人等自主系统,须在通讯受限、极端环境及即时决策等条件下运作,对运算效能、散热能力及系统可靠性提出更高要求。 在军工市场方面,许育瑞表示,强固",
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      "id": 21276,
      "title": "川普金主选前2周开砲:共和党去年减税是错的 川普对盟友关税战是「灾难」",
      "shortTitle": "川普金主选前2周开砲:共和党去年减税是错的 川普对盟友关税战",
      "img": "https://cimg.cnyes.cool/prod/news/6634909/l/9a4bfec60a181d0f1bbf4c4b5d6d49e9.jpg",
      "createdAt": "2026-10-21T05:30:12.000Z",
      "description": "Griffin称共和党期中选举前景艰难,预测国会至少一院恐失守,众院最吃紧、参院胶着。
他批川普对加拿大、欧洲等盟友加征关税助长通膨、切断供应链,9月CPI年增3.7%。
Griffin并指去年减税是错误,美国债务已逾40兆美元;对伊朗战争与移民政策也表达批评。",
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      "title": "AI圈最大骗局?全球大模型排行榜遭质疑 高分不等于好用",
      "shortTitle": "AI圈最大骗局?全球大模型排行榜遭质疑 高分不等于好用",
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      "description": "Hugging Face高层指现有AI评测有局限,AI代理时代表现受工具呼叫、执行框架与任务环境影响。
MMLU、GPQA、SWE-bench等跑分可比较技术,但高分未必能完成真实工作,且不同设定结果难直接比较。
企业选模型更看任务完成率、成本、安全与可重复性,竞争焦点正从榜单转向实际系统表现。",
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