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Smartphone market share in Japan April 2019, by model

Share of smartphone models sold in Japan during the month of April 2019, by model

by Statista Research Department, last edited Sep 24, 2019
Smartphone market share in Japan April 2019, by model Japanese consumers showed a clear preference for Apple iPhones in April 2019. iPhones occupied the first three spots in the smartphone model sales ranking in Japan, spearheaded by Apple iPhone XR, with a sales share of 16 percent. As the only non-Apple device, the Chinese smartphone model Huawei P20 Lite also made it into the top five list having sold around six percent.
Smartphones in Japan

Since Japan - as one of the first countries worldwide - introduced smartphones in 1999, the share of smartphone users has grown: today, more than every other individual in Japan owns a smartphone. A recent survey has even found that smartphones have surpassed computers as the main device to access the internet. Japanese smartphone makers, however, have not benefitted from this growth. While Japanese consumers have always preferred highly advanced domestic brands for mobile phones, such as Sony, Panasonic and Sharp, these brands don’t seem to be able to compete against Apple when it comes to smartphones.

iPhones convincing Japanese consumers

After facing skepticism among Japanese consumers when iPhones first hit the market, iPhones have come to dominate sales in the Japanese smartphone market. Softbank, one of the three largest Japanese mobile carriers, secured exclusive rights to the iPhone and contributed to its success by implementing bold pricing and smart marketing campaigns. Moreover, iPhones were among the few mobile phone models that were sold unmodified. In contrast, mobiles that were produced by phone operators were modified to meet certain requirements.

Huawei trumps Samsung

Huawei, the smartphone market leader in China, introduced the Huawei P20 Lite models to Japanese telecommunications carriers in the summer of 2018. After reaching high market shares in the Japanese SIM-free market, it has now gained momentum in the whole Japanese mobile phone market. However, after the arrest of a Huawei top executive and the de facto ban on government purchases from Huawei, it remains to be seen if the company can consolidate its position in the Japanese market.
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Share of smartphone models sold in Japan during the month of April 2019, by model

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