Japan’s MIC Rules Are Reinforcing Apple’s Dominance in the Premium Market
Overview: Apple’s dominance in Japan’s premium smartphone segment (over $800) is deepening, not just due to brand strength, but also through unintended regulatory support. As of 2025, Apple commands a striking 92% share in the premium price band.
While Japan’s Ministry of Internal Affairs and Communications (MIC) introduced stricter subsidy rules to reduce excessive carrier marketing and promote fairness, the policy has paradoxically fortified Apple’s grip on the Premium segment, making it even harder for competing brands to gain traction in this space.
Table of Contents:
- Japan’s 2023 Carrier Rules Sought Balance as Discounts Clashed With Weak Demand
- Behind Japan’s Net 1-Yen Shift: A Market Tilted Toward the iPhone
- RMJ-Based Pricing Reshapes Japan’s Subsidy Model—iPhone Retains Edge, Non-iPhone Struggles
- Balanced Policy Is Key to Fair Market Play
Existing Subscriber?
Sign in to continue reading
New to Counterpoint?
Register to our service
Category
Contact us
Author
Steve Lee
Steve is a research associate at Counterpoint Research, specializing in the Japanese smartphone market.
He leads comprehensive analysis by integrating carrier-level promotions, weekly and monthly sell-through data, and regulatory changes to provide an accurate, real-time view of market dynamics. His expertise lies in identifying trends across operators and devices, helping clients navigate Japan’s unique mobile ecosystem. In addition to his work on Japan, he also contributes to research on the global TV market.
Related Research
May 19, 2025
May 15, 2025
May 15, 2025