Overview: Apple’s dominance in Japan’s premium smartphone segment (over $800) is deepening, not just due to brand strength, but also through unintended regulatory support. As of 2025, Apple commands a striking 92% share in the premium price band.
While Japan’s Ministry of Internal Affairs and Communications (MIC) introduced stricter subsidy rules to reduce excessive carrier marketing and promote fairness, the policy has paradoxically fortified Apple’s grip on the Premium segment, making it even harder for competing brands to gain traction in this space.