The smartphone market in Japan is seeing some interesting changes this year, though the number one spot remains exactly the same. Recent sales data from early 2026 shows that Apple is still holding onto its position as the clear favorite among buyers. Even with new Android devices launching regularly across the global markets, the iPhone continues to sell better than any competing product in Japan.
The real battle right now is for second place, which is getting much more competitive as other companies fight for consumer attention.
The top phone maker holds onto its lead in Japan
New market research published by Counterpoint confirms that Apple is still the most popular brand for smartphones in the country. Buyers consistently choose the company when it is time to upgrade to a new device. It has managed to keep a tight grip on its market share throughout the start of 2026.
Consumers continue to show strong loyalty to the brand over other options available in stores. According to the Counterpoint report, the company maintains a massive lead over its closest rivals. It shows no signs of losing its first-place ranking anytime soon, keeping a steady hold on the expensive phone market.
A new phone helps another brand secure second place
While the leader remains the same, Google recently achieved a major milestone in the country. Thanks to strong sales of its new Pixel 9a device, the company moved up in the sales rankings during February 2026. This specific phone launch provided the exact push it needed to climb higher on the charts.
This surge in popularity allowed it to pass Samsung and take the second spot in the Japanese market. The Counterpoint data reveals that the success of the Pixel 9a shows buyers are responding well to its latest phone release.
It will be interesting to see if it can maintain this momentum and keep its new position throughout the rest of the year.
