標準版缺席、Pro版漲價 2000美元iPhone或改變蘋果投資邏輯

中國經營報

09/10

9月10日凌晨，蘋果公司「Surprise and Shine」發布會上，蘋果新任CEO約翰·特努斯（John Ternus）迎來首秀。與此同時，新一代iPhone產品線正式亮相。　　與市場此前爆料的一樣，蘋果此次並未發布常規的標準版iPhone 18，而是集中火力推出iPhone 18 Pro、iPhone 18 Pro Max以及首款摺疊屏機型iPhone Duo。可選擇機型大幅收窄，高端定位...

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18，而是集中火力推出iPhone 18 Pro、iPhone 18 Pro Max以及首款摺疊屏機型iPhone Duo。可選擇機型大幅收窄，高端定位...</p>\n\n<a href=\"http://finance.eastmoney.com/a/202609103870455964.html\">網頁鏈接</a>\n\n</div>\n","source":"stock_eastmoney","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>標準版缺席、Pro版漲價 2000美元iPhone或改變蘋果投資邏輯</title>\n<style 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href=\"http://finance.eastmoney.com/a/202609103870455964.html\">網頁鏈接</a>\n\n</div>\n\n<div class=\"bt-text\">\n\n\n<p> 來源：<a href=\"http://finance.eastmoney.com/a/202609103870455964.html\">中國經營報</a></p>\n<p>為提升您的閱讀體驗，我們對本頁面進行了排版優化</p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"AAPU","symbol_name":"2倍做多AAPL 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Pro起售價人民幣9999元（256GB版本）；iPhone 18 Pro Max起售價10999元（256GB版本）。摺疊屏iPhone Duo起售價則高達15999元（256GB版本），512GB為17999元，1TB為21499元，2TB頂配達到26499元。　　摺疊屏iPhone Duo是蘋果有史以來價格最高的iPhone機型之一。標準版iPhone 18被推遲至2027年上半年推出，短期內消費者若想升級，只能在Pro系列或1.6萬元起的Duo之間選擇。　　從資本市場角度看，Seeking Alpha分析師Agar Capital認為，2000美元級別iPhone的出現可能改變蘋果的投資邏輯。iPhone 18 Pro、Pro Max及售價1999美元的iPhone Duo，讓蘋果進一步切入超高階市場。更高的售價可能顯著推升iPhone營收，並有助於抵銷零組件成本上漲。　　「iPhone Duo作為摺疊屏新品，被視為本次發布會的最大變量。即便初期銷量僅為中等水平，其超高客單價也能貢獻可觀的新增收入。」Agar Capital表示。　　蘋果發布會後，Counterpoint高級分析師林科宇對《中國經營報》記者表示：蘋果此次發布會帶來了市場此前預期的產品，包括iPhone Pro系列以及備受關注的摺疊屏手機iPhone Duo。「我們看到了‘補短板’和小幅提升的Pro系列，也看到了萬眾期待的摺疊屏手機iPhone Duo。Pro系列本身的亮點相對有限，這當然也是目前整個智能手機品類面臨的一個瓶頸。」　　在林科宇看來，蘋果後續仍會持續夯實其在高端市場的地位，進入摺疊屏市場，則有望進一步帶動摺疊屏品類的市場需求和市場容量。　　從產品本身來看，iPhone Duo也承擔着蘋果拓展超高端市場的任務。林科宇表示，iPhone Duo採用了相對成熟的UTG（超薄玻璃）和鉸鏈等方案，因此整體產品完成度較高。不過，由於產品定價較高，同時僅支持eSIM，其整體銷量仍會存在一定上限。　　除長期的高端化戰略外，蘋果此次調整產品價格或也面臨現實的成本壓力，此次iPhone 18 Pro和Pro Max起售價均較上一代提高100美元，分別達到1199美元和1299美元；與此同時，兩款產品均提供最高2TB存儲版本，部分高存儲版本價格漲幅更高。　　隨着AI數據中心建設帶動存儲需求增長，內存供應受到擠壓，蘋果及其他消費電子廠商面臨更高的存儲成本壓力。從這一角度來看，蘋果此次強化高端產品佈局可能存在多重考量，既體現其提升ASP（平均售價）的長期策略，也面臨存儲等零部件成本上漲帶來的短期壓力。　　林科宇亦認同，iPhone 18 Pro和Pro Max售價相較於上一代提升也是為了應對存儲及其他零部件成本上漲帶來的短期壓力。但在林科宇看來，iPhone標準版缺席，蘋果集中火力推出Pro、 Pro Max以及摺疊屏這樣的「排兵佈陣」，主要還是因為按照過去的發布節奏，蘋果整體銷售會更加依賴第四季度。如果把基礎版放到明年第一季度，那麼一季度和二季度的銷售節奏也會相對更加均衡一些。　　對利潤端，林科宇認為，無論如何調整產品發布節奏，都可能受到一定影響。「畢竟在當前成本上升的環境下，這其實也是整個行業都很難避免的問題。」　　談及智能手機市場均價上漲，市場研究機構IDC副總裁王吉平告訴記者，IDC預計2026年全球智能手機平均售價將飆升至581美元，按年暴漲27.6%，創下行業有史以來最大年度漲幅，較2025年的455美元大幅躍升。　　王吉平指出：「ASP的急劇攀升並非需求拉動，而是成本驅動的被動漲價。這一現象在2027年將進一步加劇，預計ASP將達到622美元的峯值，較2025年累計上漲近37%。此後隨着存儲產能逐步釋放和供應鏈修復，ASP將從2028年起進入温和回調通道，預計2030年回落至597美元，但仍顯著高於2025年水平。」（文章來源：中國經營報）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"productRelease","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"}}}