Counterpoint: Japan's smartphone shipments in Q2 2025 increased by 11% year-on-year, maintaining double-digit growth for two consecutive quarters.

According to the report "Global Smartphone Market Shipment Tracking (Q2 2025)" by Counterpoint Research, it was learned from the Zhitong Finance and Economics APP that Japan's smartphone shipments in Q2 2025 increased by 11% year-on-year, achieving double-digit growth for the second consecutive quarter in a mature market. In this quarter, the market was mainly driven by Apple, whose overall market share significantly increased. This performance reflects the continuous increase in promotional efforts by operators, with the "old phone trade-in" model (commonly known in the market as the "one yen phone") becoming the mainstream mechanism for stimulating phone replacement demand.