蘋果iPhone擬採用錯峯發布新策略：高端機型秋季發，標準版移至次年春季

華爾街見聞

2025/11/18

11月17日消息，蘋果公司資深分析師馬克·古爾曼最新披露，從iPhone 18系列開始，蘋果將徹底改變延續十年的「秋季新品發布」模式，正式轉向一年兩次的"雙季發布"。根據新計劃，高端機型（包括iPhone 18 Pro、iPhone 18 Pro Max以及傳聞中的摺疊屏iPhone）將繼續在2026年秋季發布，以搶佔假日購物季的高端市場。而價格更親民的iPhone 18、iPhone 18e...

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04:28","share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","id":"2584774679","market":"fut","top_or_hot":-1,"title":"蘋果iPhone擬採用錯峯發布新策略：高端機型秋季發，標準版移至次年春季","media":"華爾街見聞","content":"<div>\n<p>11月17日消息，蘋果公司資深分析師馬克·古爾曼最新披露，從iPhone 18系列開始，蘋果將徹底改變延續十年的「秋季新品發布」模式，正式轉向一年兩次的\"雙季發布\"。\n 根據新計劃，高端機型（包括iPhone 18 Pro、iPhone 18 Pro Max以及傳聞中的摺疊屏iPhone）將繼續在2026年秋季發布，以搶佔假日購物季的高端市場。而價格更親民的iPhone 18、iPhone 18e...</p>\n\n<a href=\"https://wallstreetcn.com/articles/3759569\">網頁鏈接</a>\n\n</div>\n","source":null,"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>蘋果iPhone擬採用錯峯發布新策略：高端機型秋季發，標準版移至次年春季</title>\n<style 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18系列開始，蘋果將徹底改變延續十年的「秋季新品發布」模式，正式轉向一年兩次的\"雙季發布\"。\n 根據新計劃，高端機型（包括iPhone 18 Pro、iPhone 18 Pro Max以及傳聞中的摺疊屏iPhone）將繼續在2026年秋季發布，以搶佔假日購物季的高端市場。而價格更親民的iPhone 18、iPhone 18e...</p>\n\n<a href=\"https://wallstreetcn.com/articles/3759569\">網頁鏈接</a>\n\n</div>\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU2168564222.USD","symbol_name":"AZ ALLOCATION - TREND \"AAZ\" (USDHDG) 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Intelligence推廣不順和改進版Siri語音助手的推遲發布，都凸顯出現行發布計劃的痛點。\n新的發布計劃旨在將營收更均衡地分佈到全年，減輕員工和製造合作伙伴的壓力，並防止高端和入門機型在營銷上相互影響。同時，這一調整也將為蘋果提供更多機會來應對三星電子等競爭對手的新品發布，三星早已將其Galaxy和摺疊屏設備的發布分散在不同季節。\n蘋果發布策略的調整伴隨着產品線的重大變革。該公司計劃在未來三年推出三款全新iPhone機型，包括明年秋季的首款摺疊屏iPhone，以及2027年將推出的配備曲面玻璃螢幕和隱藏式攝像頭的高端機型。\n 關於iPhone Air系列，古爾曼澄清了相關傳聞。他表示第二代iPhone Air並非因銷售不佳而推遲，實際上該產品「並未被明確規劃在明年發布」。蘋果將其命名為「iPhone Air」而非「iPhone 17 Air」的做法，本身就表明公司不希望將該產品綁定在年度發布周期上。\n圖：蘋果iPhone Air\n古爾曼透露，第二代Air的主要升級將集中在更高效的2納米處理器上，這有望改善初代產品在電池續航方面的表現。對於增加第二顆後置攝像頭的傳聞，他認為這個想法有些奇怪，因為手機的相機模組區域已經相當擁擠，而且超廣角攝像頭是「iPhone上使用率最低的攝像頭」。唯一的合理場景是，摺疊屏iPhone的雙後攝設計最終下放到標準機型。\n 從戰略層面看，iPhone Air本質上是蘋果的一項「技術試驗」，是通往摺疊屏iPhone的過渡產品。它將採用許多與未來摺疊屏手機相同的材料、小型化技術、內部組件、電池和軟件優化，旨在「打磨蘋果的供應鏈」，而非僅僅為了讓用户適應更薄的設備。\n 據悉，蘋果對iPhone Air的銷量預期本就較為保守，預計將佔新iPhone總銷量的6%至8%，這與被其取代的iPhone 16 Plus的表現相當。\n 這一系列變革標誌着蘋果正在通過更靈活的產品策略和發布節奏，在保持技術創新力的同時，尋求更穩健的市場表現。在新的競爭環境下，蘋果正在嘗試通過變革來維持其在高端市場的領導地位，同時更精準地把握各細分市場的需求。\n本文來源：騰訊科技","kind":"highlight","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"productRelease","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"}}}