Apple(US:AAPL) Counterpoint Research·2025-09-11 01:03Core Viewpoint - The Japanese smartphone market is experiencing a robust growth, with a year-on-year shipment increase of 11% in Q2 2025, driven primarily by Apple and promotional activities [4][8]. Market Performance - Apple remains the market leader, with a significant year-on-year shipment increase of 38% due to the strong sales of the iPhone 16e, continuing its solid performance from Q1 2025 [8]. - Samsung has ramped up promotional efforts, resulting in a remarkable 60% year-on-year increase in shipments, marking one of its best performances in recent years [8]. - In contrast, Xiaomi's shipments have declined by 35%, Sharp by 28%, and Sony by 50%, highlighting a significant disparity among different manufacturers [4]. Promotional Activities - The "one-yen machine" promotion, based on old device trade-in programs, has become a key driver for stimulating consumer demand, effectively lowering the barriers for device upgrades [5][8]. - Additional promotional measures from carriers, such as model discounts, loyalty rewards, expanded data packages, service bundling, and MNP incentives, are supporting market demand comprehensively [5]. Future Outlook - The outlook for the second half of 2025 suggests a potential slowdown in smartphone shipments after a strong first half, with Apple expected to maintain its leading position [6]. - Competitors like Samsung, Google, OPPO, and Xiaomi are showing strong upward momentum, indicating an intensifying market competition driven by innovation and cost-effectiveness [6]. - Factors such as higher prices, longer upgrade cycles, and increasing demand for second-hand devices may limit overall market growth [6][9].