Google surpassed Samsung to rank No. 2 in Japan, driven by the Pixel 9a’s strong performance and carrier return programs that lower upfront costs and reduce short-term financial burden.
Google’s share has been steadily increasing, now benefiting from Samsung’s delayed flagship launch timing.
Apple remains the market leader, leveraging strong brand loyalty and stable replacement demand to expand its share.

Tokyo, Beijing, Buenos Aires, Hong Kong, London, New Delhi, San Diego, Seoul, Taipei – April 30, 2026

Google surpassed Samsung to rank second in terms of market share in Japan in February 2026, marking a notable shift in the country’s competitive smartphone market landscape. Google’s performance during the month was driven by the strong momentum in its mid-range segment, particularly due to solid demand for the Pixel 9a which benefitted from Japan’s increasingly popular carrier return programs.

Smartphone Market Shift 2025 → 2026

Google surpasses Samsung in early 2026

Source: Counterpoint Research Japan Monthly Smartphone Tracker

These programs allow consumers to pay for devices in instalments over a fixed period, with the remaining balance waived upon return at the end of the contract. This effectively shifts the cost structure toward usage-based spending, lowering upfront burden and improving affordability. In some cases, the effective device cost can fall to near ¥1 per month under these programs, with service fees charged separately, making them a key driver of demand, particularly following tighter regulations on upfront subsidies.

Google’s share in the Japanese market has been improving over the past year. Samsung’s delayed flagship launches has further benefitted Google as some consumers opt for readily available Pixel devices rather than waiting for new Galaxy models.

Apple remains the market leader in Japan, leveraging strong brand loyalty and stable replacement demand to further expand its market share. Meanwhile, domestic Android brands continue to face mounting pressure amid intensifying competition.

“Google has rapidly expanded its market share by combining competitive pricing strategies with effective use of carrier programs,” said Yoko Miyashita, Senior Consultant at Counterpoint Research. “However, evolving market conditions, including tighter subsidy regulations, shifts in carrier promotions, as well as potential memory shortages and geopolitical uncertainties, may challenge the sustainability of this momentum going forward.”

About Counterpoint Research

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.

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Pixel 9a Helps Google Surpass Samsung to Rank 2nd in Japan in February 2026

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