This is Apple's most important iPhone in Japan.

iPhone sales in the Japanese market surged, largely thanks to the iPhone 16e model (right). Photo: Tuan Anh .

Smartphone sales in Japan in the first quarter of 2025 increased by 31% year-on-year, marking a strong recovery in a market previously considered loyal and less volatile.

According to a report from Counterpoint Research , the main driver of this growth was Apple, with a 57% increase in the quarter. Nearly 90% of the overall market growth was contributed by the American tech giant, primarily thanks to sales of the iPhone 16e. This is Apple's first mid-range smartphone in three years. Launched at the end of February, along with the enduring appeal of the iPhone 16 series from 2024, it helped Apple solidify its leading position.

Mobile carriers and retailers in Japan also played a significant role in this growth. They implemented numerous aggressive promotional programs, including device discounts, reward points, increased data capacity, mobile number portability (MNP) offers, and bundled service packages. Notably, the "trade-in" program quickly gained widespread consumer support.

Apple has long held a dominant position in Japan. The iPhone manufacturer's market share in the country is significantly higher than in other major markets, particularly in Asia. Analysts suggest that this dominance stems not only from brand appeal but also from the history of Japan's telecommunications industry and its unique consumer habits.

Japan is the market with the highest number of iPhone users.

Market prospects remain positive in Q2 2025, with the iPhone 16e effect still strong. However, Yoko Miyashita of Counterpoint Research warns that sales could decline from Q3 2025 as demand for this mid-range model weakens. The arrival of the iPhone 17 is expected to stimulate the high-end segment, but the high price may limit purchasing power.

Meanwhile, brands like Samsung and Google are increasing competition with more competitively priced flagship models. The Japanese market is also being impacted by an unpredictable economic landscape, including inflation, a depreciating yen, and the possibility of tariff adjustments.

Despite the challenges, the Q1 2025 results show that Japan continues to be a key market for Apple, as the company implements a series of strategic product launches and timings effectively.

Source: https://znews.vn/apple-thong-tri-doanh-so-tai-nhat-ban-post1578183.html