Recently, Apple officially announced that it will hold its highly anticipated new product launch event at 1:00 AM Beijing time (10:00 AM local time in the United States) on September 10, 2024, at Apple Park. The theme of the event is 'Glory Days.' This launch will unveil the iPhone 16 series, bringing unprecedented smart technology experiences to users worldwide.

The iPhone 16 series, as Apple's latest masterpiece, achieves significant breakthroughs in various aspects. The series significantly enhances screen size and resolution, aiming to provide users with a more impressive visual experience. The increased screen size not only makes content browsing more intuitive but also greatly enhances immersion when watching videos and using augmented reality (AR) and virtual reality (VR) applications. Additionally, the new OLED technology further enhances color vividness and contrast, making every frame more vivid and realistic.

The camera system is another highlight of the iPhone 16 series. In particular, the iPhone 16 Pro features a brand-new photography system equipped with a dedicated shutter button. Users can activate the camera by pressing the physical button instead of searching for the on-screen shutter button, allowing them to capture memorable moments more conveniently. This design is undoubtedly a boon for photography enthusiasts. Meanwhile, new camera algorithms supported by AI technology optimize photo quality under various lighting conditions, significantly enhancing the photography experience.

In terms of performance, the iPhone 16 series also excels. Equipped with the new A18 series chip based on the latest N3E 3nm process, the series delivers a comprehensive performance boost. Whether running demanding games or multitasking, the iPhone 16 handles them effortlessly, maintaining a smooth experience. For instance, in games like Genshin Impact, even at the highest graphics settings, the frame rate remains stable, ensuring a seamless gaming experience.

Apart from hardware upgrades, the iPhone 16 series introduces various AI features, enhancing users' intelligent and personalized experience. Rumors suggest that iOS 18 will introduce new Siri capabilities driven by large language models, with some generative AI features potentially exclusive to the iPhone 16 series. These AI features cover multiple aspects, such as improved Siri interactions with messaging apps, automatically generated Apple Music playlists, and AI-assisted content creation integrated with productivity apps, bringing unprecedented convenience and fun to users.

In terms of design, the iPhone 16 series also undergoes subtle changes. The Pro series sees an increase in size, with the 16 Pro growing from 6.1 inches to 6.3 inches and the 16 Pro Max from 6.7 inches to 6.9 inches. Meanwhile, the standard models adjust their camera design, shifting from a diagonal to a vertical arrangement. Furthermore, Apple offers a diverse range of colors for the iPhone 16 series, catering to individual preferences.

Notably, Apple will present the event's content through pre-recorded videos at Apple Park rather than a traditional live broadcast. This approach, though different from the norm, promises a more engaging and professional technological spectacle for global audiences.

iPhone market shows signs of fatigue, and Apple needs to break the deadlock

In recent years, while Apple has maintained a prominent position in the global smartphone market with its iPhone series, recent data indicates that global iPhone sales are facing unprecedented challenges, with overall sales momentum showing signs of weakness.

According to Apple's latest financial results, although the company experienced growth in several business areas, the performance of the iPhone, its core product, fell short of expectations. In fiscal Q3 2024 (calendar Q2), iPhone revenue reached $39.296 billion, a 0.9% year-over-year decline. This data suggests that iPhone sales have hit a bottleneck in the global market, with weakening demand.

Globally, iPhone shipments have also declined. According to market research firms IDC and Canalys, global iPhone shipments in Q1 2024 were 50.1 million units, down 9.6% year-over-year, accounting for a 17.3% market share.

While Apple has seen growth in markets like India and Southeast Asia, shipments have declined significantly in mature markets like Europe and the US. This global sales weakness poses significant pressure on Apple.

Several factors contribute to the weakness in iPhone sales. Firstly, the overall slowdown in the smartphone market is a primary reason. As the market saturates, consumer demand for new phones wanes, leading to declining shipments. Secondly, intensifying competition cannot be ignored.

As domestic brands like Huawei, Xiaomi, and OPPO rise, Apple faces increased competition in the premium segment. These brands have narrowed the gap with Apple through technological innovation, product upgrades, and optimized marketing strategies, even surpassing Apple in some aspects.

Moreover, Apple faces internal challenges. The pace of iPhone innovation seems to have slowed, with design and functional improvements insufficient to stimulate consumer demand. Additionally, high prices deter potential buyers. Although Apple has offered discounts in some markets, overall prices remain high, deterring some consumers.

Faced with declining global iPhone sales, Apple urgently needs effective measures to break the deadlock. The current situation serves as a wake-up call for Apple. Amid fierce competition and evolving consumer demands, Apple must innovate, adjust strategies, and enhance product competitiveness to overcome challenges and achieve sustainable growth.

AI smartphones surge, leading a new technological trend

With the rapid development of AI technology, the AI smartphone market has experienced unprecedented growth. According to a recent report by IDC, global shipments of generative AI smartphones are projected to grow by 344% by the end of 2024, capturing an 18% share of the overall smartphone market.

IDC attributes this growth to several factors. As generative AI technology matures, smartphone manufacturers increasingly integrate AI into their products, enhancing intelligence and user experience. AI capabilities excel in photography, voice assistants, and smart recommendations, attracting consumer attention.

As consumers demand more from their smartphones, AI smartphones, with their powerful AI features and user-friendly interfaces, have become a preferred choice, especially in the premium segment where market share is rapidly increasing.

To capitalize on the AI smartphone trend, leading manufacturers like Huawei, Xiaomi, OPPO, vivo, and Apple have invested heavily in AI technology and launched AI-powered smartphones, fueling the market's rapid expansion.

Initially targeting the premium segment due to AI's high hardware requirements, AI smartphones will gradually penetrate the mid-to-low end as technology advances and costs decrease, further expanding market share.

As consumer awareness and purchase intent for AI smartphones grow, product penetration rates will continue to rise. AI smartphones will play a crucial role in shaping the future of the smartphone industry, driving it towards greater intelligence and premiumization.

Accelerating Technological Innovation: To maintain a competitive edge, smartphone manufacturers will intensify investments and R&D in AI technology. Expect to see more innovative AI applications in smartphones, driving industry-wide technological advancements and upgrades.

The AI smartphone boom invigorates the market and opens vast opportunities for the consumer electronics industry. With continuous technological advancements and market expansion, AI smartphones will emerge as leaders in shaping future technological trends.

Smartphone market intensifies, innovation and differentiation key

Amid the global consumer electronics market's continued recovery, the smartphone market, a core driver, experiences unprecedented competition. Market research firms predict significant growth in global smartphone shipments in 2024 but note intensified competition.

TechInsights, IDC, and Canalys forecast notable growth in global smartphone shipments in 2024. TechInsights reports a 12% YoY increase in Q2 2024 shipments, reaching 288 million units, marking the third consecutive quarter of positive growth.

IDC projects a 4.0% YoY growth in global smartphone shipments in 2024, totaling 1.21 billion units, with a projected five-year compound annual growth rate of 2.3%. The market landscape features multipolar competition, with Samsung and Apple leading but domestic brands like Xiaomi, OPPO, and vivo rapidly catching up, especially in China.

To stand out, smartphone manufacturers intensify investments in technological innovation, with AI technology a key focus. IDC anticipates 170 million shipments of new-generation AI smartphones in 2024, accounting for 15% of total shipments. Major brands like Samsung, Apple, and Xiaomi offer AI-powered smartphones, enhancing photography, voice assistants, and smart recommendations for a more convenient and intelligent user experience.

Additionally, 5G technology's proliferation presents new growth opportunities. Canalys projects a 67% 5G penetration rate in 2024, driven by infrastructure development and growing 5G user bases, positioning 5G smartphones as market leaders.

Emerging market demand also spurs global smartphone growth. Regions like Africa and Southeast Asia witness increasing smartphone demand, presenting new opportunities for manufacturers like Transsion.

The intensifying competition in the global smartphone market offers vast development potential. Innovation and differentiation are crucial for manufacturers to thrive. With the proliferation of AI and 5G technologies, the smartphone market will continue to grow. Manufacturers must monitor market changes and technological trends, adjusting strategies and product portfolios to navigate fierce competition.