Counterpoint Research: Smartphone sales in Japan are expected to increase by 7% year-on-year in 2024, with continued strong growth expected in 2025.

According to Counterpoint Research's "Japan Smartphone Tracker Report", driven by economic recovery, smartphone sales in Japan increased by 7% year-on-year in 2024. With stable economic growth, rising wages, and stable import prices, the Japanese smartphone market is gradually recovering, and these factors are also boosting consumer spending. Apple holds the largest share of the smartphone market in Japan, with strong sales of the iPhone 16 series fueled by stable exchange rates. However, due to weakening demand for old models, the brand's overall sales declined by 3% in 2024. Despite the decline in sales, Apple still dominates the high-end market. Meanwhile, as the high-end market continues to grow, Sony is increasing its focus on high-end products. Due to Japanese consumers' continued preference for budget-friendly products, strong demand for mid-range and low-end smartphones is driving the development of brands like Xiaomi, OPPO, Sharp, and FCNT. Market outlook for 2025 It is expected that the Japanese smartphone market will continue to grow in 2025, supported by increasing household incomes and domestic economic recovery. Market participants may also adopt more proactive expansion strategies. However, strict regulation of smartphone subsidies by the Ministry of Internal Affairs and Communications (MIC) in Japan may limit growth. In addition, uncertainties in US trade policies under the Trump administration may pose obstacles. Jene Park, Senior Research Analyst at Counterpoint, said: "The newly released iPhone 16e may promote Apple's growth in Japan in 2025, while local brands like Sharp and Sony are expected to further enhance the high-end nature of their products."