This is Apple's most important iPhone in Japan

iPhone sales in the Japanese market increased sharply, with a large contribution from the iPhone 16e model (right). Photo: Tuan Anh .

Smartphone sales in Japan increased 31% in the first quarter of 2025 compared to the same period last year, marking a strong recovery in a market that is considered loyal and less volatile.

According to a report from Counterpoint Research , the main driver of the above growth was Apple, with a 57% increase in the quarter. Nearly 90% of the overall market growth was contributed by the American technology giant, mainly thanks to sales of the iPhone 16e. This is the first mid-range smartphone model of the bitten Apple in 3 years. The product was launched in late February, along with the continued appeal of the iPhone 16 series from 2024, helping Apple consolidate its leading position.

Carriers and retailers in Japan have also played a key role in this growth, launching a variety of strong promotions, including device discounts, point-backs, data allowances, MNP offers, and add-on packages. Notably, the “trade-in” program has quickly received widespread support from consumers.

Apple has long dominated Japan. The iPhone maker’s market share in the country is much higher than in other major markets, especially in Asia. Analysts say this dominance is not only due to brand appeal but also to the history of Japan’s telecommunications industry and its unique consumer habits.

Japan is the market with the most iPhone users.

The market outlook remains positive in Q2 2025, as the iPhone 16e effect has not yet cooled. However, Yoko Miyashita, an expert at Counterpoint Research, warns that sales may decline from Q3 2025, as demand for this mid-range model gradually 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 stepping up competition with more competitively priced flagships. The Japanese market is also being affected by an uncertain economic environment, including inflation, a depreciating yen and possible tariff adjustments.

Despite the challenges, the first quarter of 2025 results show that Japan continues to be a key market for Apple, as the company implements a series of product strategies and reasonable launch timing.

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