In the third quarter of 2025, Apple held an **** percent share of the global smartphone market, marking an increase of *** percentage points compared to the previous quarter. Long-time competitor Samsung maintained the leading position, with a market share of ** percent. Apple and Samsung continue to dominate the smartphone market Apple has been among the top-five smartphone vendors in the world since 2009. With the decline of former market leaders Nokia and RIM, Apple and Samsung were able to grow their presence in the market. As a result of political pressure, tariffs and restrictions imposed by the U.S, Chinese manufacturer Huawei has recently dropped off of the top five list in the smartphone market, while Xiaomi, Oppo, and Transsion have gained ground. Coronavirus (COVID-19) pandemic impact on iPhone sales While the long-term impact of the coronavirus (COVID-19) pandemic on sale is difficult to determine, the immediate impact was quickly visible. While large quarterly fluctuations are normal for Apple’s revenue cycle, one must look back to 2017 to find two consecutive quarters in which Apple generated less than ** billion U.S. dollars in revenue from the iPhone. A less strong performance in the first quarter of 2024, lead by the iPhone 16, gave Apple the ****** spot in terms of quarterly global unit shipments after Samsung, although strong sales in the fourth quarter of every year is a common occurrence with Apple products.

As of 2023, for the first time ever, Apple ranked as the market leader in the global smartphone market with a **** percent share of all shipments. The tech giant retained the top title in 2024, with a share of nearly ** percent of the global smartphone market. Samsung ranked second, holding ** percent of the market share. Global smartphone market share Samsung has seen its popularity steadily increase since it held just a *** percent of the smartphone vendor market at the beginning of 2010. Samsung’s share of the overall mobile phone market, has fluctuated in recent times, dropping to under ** percent in the most recent year. Apple became smartphone market leader based on shipments in 2023. Apple’s smartphone sales are relatively cyclical and peak in the fourth quarter each year. In the fourth quarter of 2024, ** percent of all smartphones new smartphones sold were iPhones. The iPhone generated considerable revenue for Apple with sales of the device amounting to over *** billion U.S. dollars in their 2024 financial year.

This dataset offers a comprehensive overview of the iPhone's journey in the global smartphone market from 2010 to 2024 . It includes:

📊 Number of iPhone Users: Total users worldwide and within the USA. 📈 Sales Figures: Yearly iPhone sales data. 🏆 Market Share: Comparison of iOS and Android market shares across years. This dataset is perfect for:

Market forecasting and trend analysis. Competitive landscape studies between iOS and Android. Consumer behavior research in the tech industry. Whether you're a data scientist, market analyst, or tech enthusiast, this dataset provides valuable insights to support your research and projects.

Apple’s iOS mobile operating system held around **** percent of the global smartphone market share in the fourth quarter of 2024, an increase from the previous quarter but a marginal decrease from the same quarter in the previous year. This is consistent with Apple's distribution pattern in recent years, claiming a strong share of the market during the fourth quarter of the year and shipping devices at a slower rate throughout the remainder of the year.

Android maintained its position as the leading mobile operating system worldwide in the third quarter of 2025 with a market share of about ***** percent. Android's closest rival, Apple's iOS, had a market share of approximately ***** percent during the same period. The leading mobile operating systems Both unveiled in 2007, Google’s Android and Apple’s iOS have evolved through incremental updates introducing new features and capabilities. The latest version of iOS, iOS 18, was released in September 2024, while the most recent Android iteration, Android 15, was made available in September 2023. A key difference between the two systems concerns hardware - iOS is only available on Apple devices, whereas Android ships with devices from a range of manufacturers such as Samsung, Google and OnePlus. In addition, Apple has had far greater success in bringing its users up to date. As of February 2024, ** percent of iOS users had iOS 17 installed, while in the same month only ** percent of Android users ran the latest version. The rise of the smartphone From around 2010, the touchscreen smartphone revolution had a major impact on sales of basic feature phones, as the sales of smartphones increased from *** million units in 2008 to **** billion units in 2023. In 2020, smartphone sales decreased to **** billion units due to the coronavirus (COVID-19) pandemic. Apple, Samsung, and lately also Xiaomi, were the big winners in this shift towards smartphones, with BlackBerry and Nokia among those unable to capitalize.

Android was the unquestioned leader of the mobile operating system (mobile OS) market in 2018, with ** percent of all devices sold running the Android system. Mobile OS ecosystem Smartphone operating systems, often referred to as smartphone OS, are operating systems that operate smartphones, PDAs, tablets and other mobile devices. An operating system allows these devices to run applications and programs, therefore, bringing advanced functions to mobile devices that were previously restricted to desktop computers. The now-discontinued OS Symbian was the first popular smartphone operating system in the world. With the launch of Ericsson‘s R380 in 2000, Symbian became the first modern mobile OS on a smartphone. By 2009, Symbian accounted for nearly half of the global smartphone operating systems market, while RIM/Blackberry, also a pioneer in this market, held around ** percent of the share. Despite the early start, both Symbian and RIM have been almost driven out of the market as new operating systems were released. Apple introduced its first iPhone model to the consumer market in 2007, revolutionizing the market. Prior to the launch of Apple’s iPhone in 2007, smartphones were a rather niche product and had not yet attained mass appeal. As of 2020, Apple's iPhone held the third largest smartphone market share. Since 2011, Apple’s iOS market share has varied between ** and ** percent.

Introduction

iPhone Users Statistics: Apple’s iPhone has become a cornerstone of the global smartphone market, renowned for its premium design, strong brand loyalty, and deep integration within the Apple ecosystem. Since its 2007 debut, the iPhone has cultivated a vast and diverse user base worldwide. This report explores key iPhone user statistics, including demographics, geographic distribution, market share, usage patterns, and purchasing behaviour.

By analyzing current trends and historical data, the report offers valuable insights into consumer preferences and mobile technology adoption, serving as a strategic resource for businesses, developers, and industry stakeholders seeking to navigate the evolving digital landscape.

Apple is one of the most influential and recognisable brands in the world, responsible for the rise of the smartphone with the iPhone. Valued at over $2 trillion in 2021, it is also the most valuable...

Introduction

iPhone vs Android Statistics: ​Android and iOS are the leading mobile operating systems globally, each with distinct market shares and user demographics. As of February 2025, Android holds approximately 71.75% of the global mobile operating system market, while iOS accounts for about 27.78%. In the United States, iOS has a higher adoption rate, with a market share of around 58%, compared to Android's 42%.

Customer loyalty remains strong for both platforms; Android boasts a retention rate of 91%, slightly surpassing iOS at 86%. These figures underscore the competitive landscape of the mobile operating system market, with each platform maintaining a dedicated user base and varying regional dominance.​

Smartphones Market size was valued at USD 527,215.06 Million in 2024 and is projected to reach USD 760,845.72 Million by 2032, growing at a CAGR of 5.38% from 2026 to 2032.Global Smartphones Market DriversThe global smartphone market is a dynamic and ever-evolving landscape, propelled by a combination of technological innovations, shifting consumer behaviors, and strategic market developments. These key drivers, from the spread of mobile internet to the rise of integrated digital ecosystems, are continuously expanding the industry's reach and influencing its future direction. Understanding these forces provides critical insight into why smartphones have become such an indispensable part of modern life.Rising Mobile Internet Penetration: The increasing availability of high-speed mobile internet, including 4G and 5G networks, is a fundamental catalyst for smartphone adoption. This is particularly true in emerging markets where fixed-line internet infrastructure is often limited, making smartphones the primary or sole gateway to the digital world. The affordability of data plans, coupled with widespread Wi-Fi access, empowers millions to engage in online activities like streaming video, social media, and e-commerce, creating a powerful network effect that reinforces the need for a capable smartphone. This growing connectivity directly translates to higher device sales as consumers seek the hardware needed to fully leverage these digital services.Growing Demand for 5G-enabled Devices: The global rollout of 5G networks is a significant driver of smartphone upgrades. Consumers are motivated to replace their older devices to take advantage of the faster download and upload speeds, lower latency, and enhanced reliability that 5G offers. This new generation of connectivity enables seamless high-definition video streaming, lag-free online gaming, and efficient cloud-based applications. For both manufacturers and network operators, 5G is a key selling point, compelling users to invest in new hardware to future-proof their connectivity and access a new world of connected experiencesTechnological Advancements in Features: Continuous innovation in smartphone features is a powerful lure for consumers. The market is constantly being revolutionized by breakthroughs in hardware and software. High-end features like AI-powered cameras that can capture professional-grade photos, foldable displays that offer a larger screen in a compact form factor, and advanced biometric authentication (like in-display fingerprint sensors and facial recognition) create a strong incentive for consumers to upgrade. These advancements not only improve functionality but also create a sense of novelty and status, driving consumer interest and brand loyalty.Increasing Consumer Dependence on Mobile Applications: Smartphones have evolved from simple communication devices into essential tools for daily life. A vast and diverse ecosystem of mobile applications covering everything from banking and e-commerce to social networking, education, and healthcare—has made smartphones indispensable. This heavy reliance on apps means that consumers require a device that can handle multitasking, provide sufficient storage, and offer a smooth user experience. This dependency drives demand across all demographics, from students needing educational apps to professionals managing work on the go, making the smartphone a necessity rather than a luxury.Expanding Middle-Class Population and Rising Disposable Incomes: The growth of the middle class in developing countries is a major demographic driver for the smartphone market. As household incomes rise, smartphones become more affordable for a larger segment of the population. Manufacturers are capitalizing on this trend by offering a wide range of devices, from premium flagships to budget-friendly models, often with flexible, installment-based payment options. This increased affordability and accessibility, particularly in regions like Asia and Africa, significantly expand the customer base and fuel consistent sales growth.

Samsung has remained a leading competitor in the global smartphone market. In the fourth quarter of 2025, the company shipped approximately 61.4 million units, accounting for a 19 percent share of global smartphone shipments. Its long-time rival Apple followed closely, with an 18.3 percent market share. Samsung’s smartphone market share The smartphone market has fluctuated considerably since 2009. Nokia used to lead the industry with almost 50 percent of the smartphone market share in 2007, but the company’s market presence dropped to around three percent in 2013. Apple and Samsung have remained among the top five smartphone vendors in the world since 2009. Samsung’s Galaxy, first released in 2009, is their main line of smartphone products, while Apple heavily invests in the iPhone, a primary source of revenue for the company. Samsung’s smartphone market share increased significantly in a span of three years, going from three percent in the second quarter of 2009 to 32.2 percent in the second quarter of 2012. None of its competitors have experienced a similar growth. As the overall smartphone market also grew, Samsung was able to maintain its position as the global market leader. In 2024 alone, the Korean electronics giant shipped around 223.5 million smartphones worldwide, and accounted for 19.4 percent of all smartphone shipments worldwide.

In December 2018, the iPhone * accounted for nearly ** percent of all iPhone sales worldwide. Newer models such as the iPhone XS and XS Max, which were released in September of 2018, make up a smaller share of sales, retaining **** and **** percent of the iPhone market share respectively. Apple iPhone Apple released the first iPhone in June of 2007, and the product has become a staple of their line of electronics ever since. Twenty-one different models have been released over the product’s life span, with at least one new iPhone hitting the market in every year since 2007. Apple routinely reports annual iPhone sales figures of more than *** million units, and the company’s iPhone segment accounts for more than ** percent of total revenue. The iPhone’s place in the smartphone market Once accounting for nearly a quarter of global smartphone market share, the iPhone has since faced increased competition from the South Korean electronics giant Samsung, as well as Chinese smartphone manufacturers like Huawei, Xiaomi, Vivo, and Oppo. The global average price for smartphones is forecast to grow in the near future, reaching a projected *** U.S. dollars in 2021. With some newer models having a price tag of over ***** dollars, the iPhone is clearly positioned as a luxury product.

Tap to Pay on iPhone Market Outlook

According to our latest research, the Global Tap to Pay on iPhone market size was valued at $4.2 billion in 2024 and is projected to reach $19.7 billion by 2033, expanding at a robust CAGR of 18.4% during the forecast period of 2025–2033. This dynamic growth trajectory is primarily driven by the increasing consumer demand for seamless, secure, and contactless payment experiences, especially in the post-pandemic era where hygiene and speed are paramount. The rapid adoption of NFC (Near Field Communication) technology, coupled with Apple’s continued expansion of its financial ecosystem, is fundamentally reshaping how businesses and consumers interact at the point of sale, making Tap to Pay on iPhone a cornerstone in the evolution of digital payments worldwide.

Regional Outlook

North America currently holds the largest market share in the Tap to Pay on iPhone market, accounting for approximately 38% of the global revenue in 2024. This dominance is attributed to the region’s mature digital payments infrastructure, high smartphone penetration, and the early adoption of contactless technologies among both consumers and merchants. The United States, in particular, has witnessed widespread deployment of NFC-enabled POS terminals across retail, hospitality, and transportation sectors, further fueling transaction volumes. Supportive regulatory frameworks and strategic partnerships between Apple and leading financial institutions have also accelerated market penetration. Additionally, robust cybersecurity measures and consumer trust in Apple’s privacy-first approach have reinforced North America’s leadership in the Tap to Pay on iPhone ecosystem.

The Asia Pacific region is emerging as the fastest-growing market for Tap to Pay on iPhone, projected to register a CAGR of 23.1% from 2025 to 2033. This remarkable growth is fueled by the rapid digitalization of economies such as China, Japan, South Korea, and India, where mobile-first consumers are increasingly favoring contactless payments for everyday transactions. Governments and private sector players are heavily investing in cashless initiatives, while Apple’s strategic expansion into Asian markets is unlocking new opportunities for merchant onboarding and consumer adoption. The proliferation of affordable NFC-enabled devices, coupled with a surge in e-commerce and urbanization, is creating fertile ground for Tap to Pay on iPhone solutions to flourish. Moreover, the competitive landscape in Asia Pacific is characterized by innovative fintech startups and agile payment service providers, further accelerating market growth.

In contrast, emerging economies in Latin America, the Middle East, and Africa are experiencing a more gradual adoption of Tap to Pay on iPhone, primarily due to infrastructural challenges, lower smartphone penetration, and varying regulatory landscapes. However, these regions present significant untapped potential as governments prioritize financial inclusion and digital transformation. Localized demand is being shaped by the rise of mobile wallets and QR code-based payment solutions, which are often more accessible than traditional banking services. Nevertheless, challenges such as limited access to NFC-enabled hardware, fragmented payment ecosystems, and the need for consumer education remain barriers to widespread adoption. Policy reforms and targeted investments in digital infrastructure will be crucial in unlocking the long-term growth prospects of Tap to Pay on iPhone in these emerging markets.

Report Scope

Snapshot img

Smartphone Market Size 2025-2029

The smartphone market size is forecast to increase by USD 99.8 million, at a CAGR of 4.1% between 2024 and 2029.

The market is experiencing significant growth, driven by several key trends. One major factor is the increasing adoption of artificial intelligence (AI) in smartphones, enhancing user experience through features like voice recognition and facial recognition. Sensor fusion technology is another trend, enabling devices to collect and analyze data from various sensors for improved functionality and accuracy. However, ongoing trade wars are posing challenges to market growth, with tariffs and import taxes affecting smartphone sales, particularly in key markets. These trends and challenges are shaping the future of the smartphone industry.

What will be the Size of the Smartphone Market During the Forecast Period?

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The market continues to evolve, driven by advancements in telecom infrastructure and the proliferation of affordable handsets. Mobile phone users increasingly seek devices capable of leveraging 5G network technologies, with chipmakers responding by producing 5G chips for integration into mobile handsets. Android and Windows Phone operating systems dominate the market, while third-party originators challenge the status quo. Improved hardware and software capabilities enable advanced digital functions such as web browsing, music, video, gaming, and camera capability. The integration of artificial intelligence enhances user experience. Governmental assistance and the transition from feature phones to smartphones further fuel market growth. Overall, the market remains dynamic, with a focus on affordable, high-performance devices that cater to the diverse needs of consumers.

How is this Smartphone Industry segmented and which is the largest segment?

The smartphone industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Technology

  Android
  IOS
  Others


Price Range

  Between USD 150-USD 800
  Greater than USD 800
  Less than USD150


Screen Size

  Greater than 6 inches
  Between 5-6 inches
  Less than 5 inches


Geography

  APAC

    China
    India
    Japan
    South Korea


  Europe

    Germany
    UK
    France


  North America

    Canada
    US


  Middle East and Africa



  South America

    Brazil

By Technology Insights

The android segment is estimated to witness significant growth during the forecast period.

The Android operating system, provided by Alphabet Inc. (Google), is a globally popular choice for smartphones. With over 2.5 million apps available In the Google Play Store, users have access to a vast selection of applications catering to their diverse needs. Notable features of the Android OS include smart reply for messaging apps, focus mode options, Wi-Fi sharing via QR codes, and Google Assistant. Google offers essential web services such as Google Search, Google Maps, and YouTube free of charge. The Android OS's extensive feature set has contributed to its increasing popularity among consumers worldwide.

In addition, high-speed data connectivity and integration with Internet of Things (IoT) applications further enhance its appeal. Application developers create software for various lifestyle, social media, mobile utility, and other categories, ensuring a rich and diverse app ecosystem. The Android OS is written primarily in Java and C++, with support for in-app purchases and in-app course subscriptions.

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The android segment was valued at USD 203.60 million in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 48% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The market in APAC has experienced substantial growth, with China, Japan, India, South Korea, and Indonesia being the primary contributors to revenue generation. The expansion of urban populations and the subsequent increase in disposable income have fueled the demand for smartphones In the region. Key drivers of this market growth include the advancement of telecom infrastructure and the emergence of affordable smartphone options. Major global smartphone manufacturers have established manufacturing facilities in China, Taiwan, South Korea, Japan, and India to cater to the increasing demand.

Additionally, digital information consumption, human-computer interaction advancements, and the integrat

The global 4G and 5G smartphone market is experiencing robust growth, driven by increasing smartphone adoption, particularly in emerging economies, and the ongoing rollout of 5G networks globally. The market's expansion is fueled by several key factors: the affordability of 4G devices, continuous technological advancements leading to improved performance and features in both 4G and 5G models, and the increasing demand for high-speed data connectivity for applications like streaming, gaming, and augmented reality. While 4G still holds a significant market share, the rapid adoption of 5G is expected to reshape the market landscape in the coming years. The shift towards 5G is primarily driven by the need for faster download and upload speeds, lower latency, and enhanced network capacity, which are crucial for supporting data-intensive applications and the burgeoning Internet of Things (IoT). This transition, however, faces challenges such as the higher cost of 5G devices and the uneven rollout of 5G infrastructure across regions. The market is segmented by operating system (Android and iOS dominating), application (online and offline sales channels), and geographic region, with North America and Asia-Pacific currently holding the largest market shares. Competition among major players like Apple, Samsung, Huawei, Xiaomi, and others is intense, driving innovation and price reductions, ultimately benefiting consumers. The forecast period of 2025-2033 indicates a substantial increase in market value, with 5G expected to become the dominant technology within this timeframe. The competitive landscape is marked by strategic partnerships, mergers and acquisitions, and continuous product development to enhance user experience and cater to diverse market segments. Regional disparities in 5G infrastructure development and affordability impact the market penetration rate. While North America and parts of Europe lead in 5G adoption, Asia-Pacific is showing significant growth potential due to its large population base and rapid economic development. Factors such as increasing disposable incomes, improved digital literacy, and government initiatives supporting technological advancements are further accelerating market growth. However, factors like economic downturns, supply chain disruptions, and evolving consumer preferences present potential restraints to the market's continuous expansion. The market's future trajectory hinges on the speed of 5G network deployment, the affordability of 5G devices, and the continued development of compelling applications that leverage 5G capabilities.

As of May 2025, Apple accounted for around ** percent of the smartphone market in Hong Kong. This is a considerable decrease compared to the same period last year. Apple in the smartphone market in Hong Kong Apple has been the smartphone market leader in Hong Kong for years, maintaining a market share of well over ** percent. Whenever new iPhone models were launched, there was almost always a boost in sales. For example, iPhone XR’s launch was the reason for Apple’s peak market share at ** percent in November 2018. This is particularly interesting in comparison to the neighboring Chinese market, which was led by multiple Chinese smartphone manufacturers like Huawei, Oppo and Vivo. Back in 2014, Apple held a market share of roughly the same as Xiaomi, and higher than any other Chinese counterparts. Demographics of smartphone users Hong Kong’s smartphone penetration rate was among one of the highest in the world at ** percent in 2023. Generally, almost everyone aged 15 to 44 years old in Hong Kong has a smartphone, with the smartphone ownership for women slightly higher than males. Around **** percent of people in Hong Kong who owned smartphone sometimes owned two or more smartphones.

According to Cognitive Market Research, the global SIM Free Smartphone market size is USD 781242.2 million in 2024 and will expand at a compound annual growth rate (CAGR) of 8.0% from 2024 to 2031.

North America SIM Free Smartphone Market held 40% of the global revenue with a market size of USD 312496.88 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.2% from 2024 to 2031.
Europe SIM Free Smartphone is projected to expand at a compound annual growth rate (CAGR) of 6.5% from 2024 to 2031. Europe accounted for a share of over 30% of the global market size of USD 4,386.36 million.
Asia Pacific SIM Free Smartphone Market held 23% of the global revenue with a market size of USD 179685.71 million in 2024 and will grow at a compound annual growth rate (CAGR) of 10.0% from 2024 to 2031.
Latin America SIM Free Smartphone Market held 5% of the global revenue with a market size of USD 39062.11 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.4% from 2024 to 2031.
Middle East and Africa held 2% of the global revenue with a market size of USD 14624.84 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.7% from 2024 to 2031.
Consumers are finding SIM-free handsets more appealing and economical because to technological developments in the smartphone sector. For instance, performance has increased and costs have decreased as a result of the development of new chipsets and display technologies.
To promote the use of SIM-free cell phones, certain governments are putting out effort. For instance, the European Union has put in place laws that facilitate customers' ability to move between mobile service providers. 

Increasing Demand for Flexibility and Choice to Increase the Demand Globally

The increasing need for customization and choice in cell plans is changing customer tastes, with a discernible move favoring SIM-free devices. With the help of this trend, consumers may choose carriers and plans that best suit their requirements and tastes, freeing them from the limitations of traditional contracts. Customers can better manage their mobile experience by optimizing charges and services based on their usage patterns and preferences when they decouple the device from the service provider. This need for flexibility indicates a larger movement in customer expectations in the telecom sector toward transparent and customized alternatives, spurring competition and innovation among carriers to satisfy the changing demands of today's mobile-centric customers.

Growing Popularity of Online Retail to Propel Market Growth

The smartphone market has revolutionized due to the increasing popularity of online retail, especially regarding SIM-free smartphones. Customers may now purchase cell phones online with never-before-seen accessibility and simplicity. Online merchants offer a wider range of SIM-free cellphones than traditional brick-and-mortar stores, with competitive pricing and a diverse assortment. This change has made mobile technology more accessible to a wider range of people, giving them more freedom to choose the gadgets that suit their needs and finances. Furthermore, the smooth shopping experience provided by internet merchants has quickened the uptake of SIM-free cellphones, propelling market expansion in this area and changing the nature of the retail environment.

Market Restraints of the SIM Free Smartphone

Complexity of Choosing a Plan to Limit the Sales

For many customers thinking about making the transition, choosing a SIM-free plan that works is difficult. People may feel overpowered by the many choices, disparate cost models, and wide range of services available, making them reluctant to switch to a SIM-free phone. Some people may be discouraged from switching by the complexity of comparing plans and comprehending terms and conditions, choosing to remain with traditional contract-based solutions for simplicity. To help customers navigate the complexity of selecting a SIM-free plan, providers must simplify plan options, increase transparency, and give user-friendly tools. This will help consumers feel more confident and encourage more people to take advantage of this market segment.

Impact of COVID-19 on the SIM-Free Smartphone Market

The market for SIM-free smartphones has been greatly impacted by the COVID-19 pandemic, bringing with it both opportunities and challenges. The di...

Discover the latest trends in the $570 billion global smartphone market. This comprehensive analysis reveals a 2.1% CAGR, key drivers, regional breakdowns (North America, Europe, Asia Pacific), and the impact of leading brands like Apple, Samsung, and Xiaomi. Learn about market segmentation and future growth projections to 2033.

Japanese consumers showed a clear preference for iPhones in January 2025. iPhone models occupied four out of the five top spots in the smartphone model sales ranking in Japan, led by the iPhone 16 with a sales share of **** percent. The Google Pixel 8a was the only smartphone placed in the ranking that was not produced by Apple. Smartphones in Japan Since Japan - as one of the first countries worldwide - introduced smartphones in 1999, the share of smartphone owners has grown significantly: today, more than ************** of the population in Japan own a smartphone. The rise of smartphones has not only made mobile internet usage much more widespread than before, but also led to a larger shift of market shares from Japanese to foreign mobile phone brands. As a breakdown of the smartphone shipment volume by vendor shows, Apple is the undisputed leader in the Japanese smartphone market. iPhones convincing Japanese consumers When the iPhone initially hit the Japanese market in the form of the iPhone 3G in 2008, SoftBank Corp., one of Japan's major mobile carriers, secured exclusive rights and contributed to its success by implementing bold pricing and smart marketing campaigns. After overcoming skepticism among Japanese consumers who were unfamiliar with the newly introduced systems, iPhones began to dominate sales in the Japanese smartphone market. The popularity of the brand in the country was amplified when other major mobile carriers provided iPhones together with their own mobile networks. KDDI started with the iPhone 4S in 2011 and NTT Docomo with the iPhone 5S and the iPhone 5C in 2013.

Apple claimed 21.9 percent of the smartphone market by sales to end users in the fourth quarter of 2021, remaining relatively stable compared with the previous quarter.. Apple has experienced relatively cyclical sales, where sales and market share peak in the fourth quarter each year, coinciding with the release of new iPhone models.