Counterpoint: Japan's mobile phone sales will increase 7% year-on-year in 2024

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According to Counterpoint's tracking report on Japanese smartphones, smartphone sales in Japan will increase by 7% year-on-year in 2024, mainly due to economic recovery. The Japanese smartphone market is gradually recovering, thanks to stable economic growth, rising wages, and stable import prices, which have driven increased consumer spending.

Apple has the largest share of the Japanese smartphone market, and the iPhone 16 series performed strongly in a stable exchange rate environment. Apple's overall sales in 2024 fell 3% year-on-year due to weakening demand for older models.

Apple still dominates the high-end market despite a drop in sales, while Sony is increasing its focus on premium products as the high-end market continues to grow.

Strong demand for low-end and mid-range smartphones drove growth for brands such as Xiaomi, OPPO, Sharp and FCNT, as Japanese consumers still favor cost-effective options.

Outlook for 2025

The Japanese smartphone market is expected to continue to grow in 2025, supported by rising household incomes and a recovering domestic economy. Market players are also likely to adopt more aggressive expansion strategies.

Tighter rules on smartphone subsidies from Japan’s Ministry of Internal Affairs and Communications (MIC) could limit growth. In addition, uncertainty over U.S. trade policy under the Trump administration could also be a hindrance.

"The newly released iPhone 16e is likely to drive Apple's growth in Japan in 2025, while local brands such as Sharp and Sony are expected to further promote product premiumization," said Jene Park, senior research analyst.

199IT.com Originally compiled from: Counterpoint. Please do not reprint without authorization