November 20, 2025The global smartphone industry is experiencing a wave of innovations and adjustments in late 2025, with technological upgrades and supply chain changes reshaping the market landscape, according to recent industry reports.

Apple’s launch of the iPhone 17 Air, the first China - tailored model supporting only eSIM, has become a game - changer. Following the MIIT’s national eSIM pilot approval, Huawei, OPPO and vivo have announced that their upcoming models will feature standard eSIM. Counterpoint predicts global eSIM smartphone sales will jump from 37% in 2025 to 48% in 2026.

Flagship models are now competing fiercely in AI and imaging. Vivo X300 has a 200 - million - pixel main camera with Zeiss coating, while OPPO Find X9 boasts an AI photo - editing tool. Honor Magic8 uses AI to optimize night shooting and image stabilization.

However, manufacturers face cost pressures from a 50% surge in memory chip prices. Xiaomi and OPPO have suspended Q4 purchases, with some DRAM inventories dropping below three weeks. Samsung and Micron are shifting production to high - profit server chips.

Meanwhile, Huawei will launch the Mate 80 series on November 25, including a Pro Max model with dual telephoto lenses and HarmonyOS 6. The concurrent Mate X7 folding screen is expected to consolidate its 70% share in China’s folding screen market.