Japan’s Saturated Smartphone Market Posts 31% YoY Growth in Q1 2025: Understanding the Key Factors Behind the Market Growth
Overview: Japan stood out in Q1 2025 as a key market with notable growth in smartphone sales, recording a 31% increase YoY with 9.31 million units sold. Major mobile carriers actively rolled out a range of promotional campaigns during this period to stimulate new contracts and device upgrades with device return programs are quickly gaining traction. Apple continued to dominate, with strong sales in Q1 largely attributed to Apple’s release of a new mid-range device – the iPhone 16e – its first in three years.
*This report analyses the recent sharp upturn in a market that had long been stagnant, along with the underlying factors driving this change.
Table of Contents:
- Apple Drives Significant Growth in Japanese Smartphone Market
- Strong promotions or campaigns from OEMs and carriers
- Apple’s Strong Dominance in Japan and Its Key Drivers
- Android OEMs Strategic Push into the Japanese Market
- Conclusion and Future Outlook
Existing Subscriber?
Sign in to continue reading
New to Counterpoint?
Register to our service
Category
Contact us
Author
Yoko Miyashita
Yoko Miyashita has over 20 years of ICT research and consulting experience in the Japanese market. Key areas of focus include smart devices, telecom networks and solutions and Japan’s startup ecosystem. Prior to working at Counterpoint Research she has had experience with several research and consulting firms including Tech Insights, Strategy Analytics and InfoCom Research.
Related Research
Jul 2, 2025
Jul 2, 2025
Jun 30, 2025