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“爱马仕橙”引爆中国市场!苹果在华营收暴增38% 库克:iPhone中国销量创纪录

FX1682026年2月9日 05:54
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FX168财经报社(北美)讯 中国消费者正在热情抢购苹果最新一代iPhone,其中一款色彩鲜艳的高端机型在社交媒体上迅速走红,被粉丝称为“爱马仕橙”,成为推动苹果在中国市场销量回暖的重要因素。

苹果首席执行官蒂姆·库克近期表示,去年第四季度公司在中国市场的iPhone销量创下新高,相关营收同比大增38%,达到260亿美元,约占苹果全球总营收的五分之一。

(图源:金融时报)

分析人士指出,iPhone 17系列在外观设计上的明显变化,进一步巩固了苹果在中国作为“身份象征”的定位,使新款手机在视觉上更容易被识别为高端、最新产品。

其中,一款全新的亮橙色机型尤为引人注目。自去年秋季上市以来,社交平台上涌现出大量用户晒机视频和帖子。由于颜色与法国奢侈品牌爱马仕的标志性色调相似,这款手机被网友昵称为“爱马仕橙”,尽管苹果官方将其命名为“宇宙橙(Cosmic Orange)”。

IDC高级研究总监纳比拉·波帕尔表示,看似简单的外观变化,尤其是大胆醒目的橙色设计,成功吸引了原本就有换机意愿的高端用户提前升级。

多位中国网红也助推了这股热潮。一名以“小美”为艺名的模特兼博主在短视频中展示新手机时表示,她第一眼就被这种颜色吸引,“非常特别,谁会不喜欢爱马仕橙呢?”她称,越看越觉得好看。

此次回暖,标志着苹果在中国市场约三年的销量低迷出现反转。此前,激烈的市场竞争曾令投资者对苹果在中国的前景产生质疑,其主要对手包括华为、vivo和小米等本土品牌。

这轮强劲需求也为苹果带来提振。公司在过去一年面临关税风险以及人工智能进展受挫等挑战,股价一度承压。但随着全球iPhone销量改善,苹果股价在最近一周内上涨约7%。

过去,苹果在中国也受到中美关系紧张的影响,包括部分公共部门推动减少iPhone使用,以及华为推出搭载国产芯片的高端手机。市场还曾担忧,中国监管机构迟迟未批准苹果在本地推出完整的AI功能,可能削弱其竞争力。

不过,事实证明,许多中国消费者更看重的是外观设计的更新。多名用户表示,新机在外壳和质感上的变化“非常吸睛”,足以促使他们换机。

一位名叫David Qiu的消费者表示,自己正是被橙色款吸引而升级手机,“这是最新的颜色,一眼就能看出来。”

此外,iPhone 17的基础款也受益于中国政府针对中低价智能手机的补贴政策。按照相关政策,售价低于6000元人民币的手机可获得最高500元的补贴,作为刺激消费的一部分。

美国银行分析师Wamshi Mohan指出,苹果在中国的反弹,也得益于2024年相对疲弱的基数。此前九个季度中,苹果在华销售有八个季度出现下滑,自2022年以来未能实现持续增长。

IDC认为,iPhone 17在摄像头、芯片、屏幕和电池方面的显著升级,推动了一轮“超级换机周期”,时间点恰好与苹果上一次在中国出现明显增长的2021年相隔四年。

与此同时,竞争对手华为也出现波折。IDC数据显示,华为在上一季度销量下滑约10%,部分原因是用户对其鸿蒙操作系统的体验提出了不满。

在社交媒体上,橙色iPhone的购买者还赋予了这款颜色更多象征意义。有网友借用谐音,将“橙”与“成(成功)”联系起来,留言称“事事皆橙”“橙功立刻到来”。

一位以炫富视频走红的网红安亮在视频中表示:“选橙色,别人一看就知道这是最新的iPhone 17。”他还补充说:“我就是这么拽。”

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