Defeat Sony! Samsung announces becoming Japan's largest Android smartphone brand

According to real-time sales data, Samsung announced that it has won the 2026 BCN Award, recognizing it as the best-selling Android smartphone brand in the Japanese market in 2025.
This award is based on actual sales data from January 1 to December 31, 2025, collected from point of sale (POS) terminals in physical stores and sales records in online stores. Previously, Sony was the largest Android smartphone brand in Japan, but in recent years its position has been replaced by Google and Samsung. In 2025, multiple Samsung phones including the S24, S25, S25 Ultra, Z Flip7, and Z Fold 7 will be popular among Japanese consumers.

However, Apple remains the largest smartphone brand in the Japanese market, holding over 60% of the market share and maintaining a leading position since the first iPhone was launched in Japan.

From a global market perspective, the competition between Samsung and Apple is also quite fierce. The latest market monitoring data released by Counterpoint Research shows that global smartphone shipments will achieve growth for the second consecutive year in 2025, with a year-on-year increase of 2%. Specifically for the top five brands, Apple leads the global smartphone market with a 20% market share and achieved a 10% year-on-year growth, followed closely by Samsung with a 19% market share, ranking second. In addition, domestic mobile phone brands have also shown stable performance, with Xiaomi securing third place with a 13% share, followed by Vivo and OPPO in fourth and fifth place respectively.