《国际财经时报》（International Business Times）上周五在报道上图中的数字时这样写道。
"We may have underestimated Apple Inc.'s (AAPL) progress in China."
So begins a story in the International Business TimesFriday reporting on the numbers in the first attached chart.
They come from an Upstream survey of 4,505 smartphone customers in five emerging markets in which respondents were asked what brand they hoped to buy next. Apple edged out Samsung 32% to 29% overall. The gap was considerably wider in China, where 42% said they wanted their next phone to be an iPhone.
How can this be? Apple's share of smartphone sales in China last quarter, according to IDC, was a slim 7%.
There's a clue to what may be happening in a second study released last week by Xerox' (XRX) WDS subsidiary that measured something I'm calling brand magnetism.
消费者情报研究机构Consumer Research Intelligence Partners早些时候进行的一项调查发现，更换智能手机品牌的用户中，苹果赢得三星用户的比例(33%)是三星赢得苹果用户比例(11%)的三倍。
另外还有一个数据。Upstream的调查发现，尽管近1/3的发展中国家用户渴望拥有iPhone，但他们会从谷歌（Google）的Google Play (40%)或直接从移动运营商(26%)那里下载应用软件和其他内容。仅28%的人在使用苹果的应用软件商店App Store——从Upstream调查获得的客户投诉来看，这种状况可能会发生改变：
As part of a study of customer loyalty, WDS researchers surveyed 3,000 smartphone customers in the U.S., U.K. and Australia. Fully 76% of iPhone owners said they were sticking with Apple. Samsung came in second at 58%. No other smartphone manufacturer managed to break 40%.
By contrast, Samsung was the favorite choice of "switchers." Among customers who were switching smartphone brands or coming from a feature phone, 34% bought Samsungs vs. 24% Apple iPhones.
"This metric speaks a lot to the marketing might of Samsung," said WDS's Tim Deluca-Smith. "The company has been very successful in developing solid relationships with almost every mobile operator on the planet and then building devices to a variety of price-points. This exposes the Samsung portfolio to an enormous base of potential customers."
That sounds like Samsung.
An earlier consumer retention study by Consumer Research Intelligence Partners found that among people who switched smartphone brands, Apple was able to take three times as many Samsung customers (33%) as Samsung was able to steal from Apple (11%)
One more data point. The Upsteam survey found that although nearly a third of customers in the developing world covet the iPhone, they download their apps and other content from Google (GOOG) Play (40%) or directly from their mobile operator (26%). Only 28% are currently using Apple's App Store -- although judging from Upstream's litany of complaints, that could change:
These [non-Apple] app stores are not without their frustrations. Results from the report show that the most prevalent app store problem experienced by emerging market consumers is the high level of promotional messages received (24%), suggesting that users are not amenable to in-app advertising. Furthermore the data revealed difficulty in navigating app stores to find downloadable content (24%) is another primary frustration. For example, 1 in 5 respondents point out that app stores have a lack of personalised suggestions (20%) and 1 in 10 (11%) say a major problem with current app stores options is the lack of payment methods offered when purchasing content. With many emerging market consumers not having access to credit cards, it will be the app stores that cater to all payment methods that will achieve widespread success.
Catering to all price points and payment methods is not exactly Apple's forte.