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During the first quarter of 2025, Japan witnessed a robust 31% year-on-year increase in smartphone shipments, primarily fueled by the robust sales of Apple's iPhone series. Among these, the iPhone 16 series and the newly introduced iPhone 16e emerged as standout performers, propelling Apple's sales in the Japanese market to soar by 57% year-on-year. This accounted for nearly 90% of the overall sales growth in the country. Furthermore, the distinctive competitive landscape in Japan, characterized by various promotional strategies employed by carriers, phone manufacturers, and retail channels, has further augmented consumer appetite for smartphone upgrades. In comparison to other major markets, Apple's market share in Japan stands notably higher.
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