Samsung Electronics is regaining ground in Japan's mobile phone market, long considered an Apple stronghold.
According to Japan-based ICT market research firm MM Research Institute (MMRI) released on the 21st (local time), Samsung ranked third in Japan last year in both total mobile phone shipments, including feature phones, and smartphone shipments. This marks the first time since 2020 that the company has achieved top-three status in both categories simultaneously.
By brand, Apple maintained the top position in both segments, with Google taking second place. Samsung followed in third. The top five manufacturers accounted for approximately 87% of total shipments. However, MMRI did not disclose specific shipment figures for individual companies.
Samsung had also ranked third in both categories in 2020 but saw its market share decline afterward. By 2022, the company had slipped to fifth place in total shipments, and remained in fourth position in both segments through 2023 and 2024. Analysts attribute the recent sales recovery to growing Japanese consumer interest in smartphones with enhanced artificial intelligence (AI) features.
Meanwhile, Japan's mobile phone market showed signs of recovery this year. According to MMRI, total mobile phone shipments in Japan reached 14.2 million units in the first half of fiscal 2025 (April-September), up 7.2% year-over-year. Smartphone shipments rose 8.3% to 13.857 million units, while feature phone shipments fell 25.3% to 343,000 units. Smartphones now account for 97.6% of total shipments.
By manufacturer, Apple maintained its top position with 43.7% smartphone shipment share in the first half of fiscal 2025, marking its 14th consecutive half-year at number one. The iPhone 17 series, launched in September, posted strong initial sales, while the iPhone 16e, introduced in February, also contributed to expanded sales.
Industry observers expect competition for market share to intensify, as Samsung's return to the top three demonstrates renewed competitiveness in Japan's iPhone-centric market.