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SoftBank CEO Hints at Price Hikes for Lower-End Phones
SoftBank CEO Miyakawa says ¥500,000 phones are 'computers' and hints at lower-end price increases next fiscal year.
In brief
SoftBank CEO Miyakawa says ¥500,000 phones are 'computers' and hints at lower-end price increases next fiscal year. SoftBank CEO Miyakawa states smartphones costing ¥300,000 to ¥500,000 are no longer phones but computers, and predicts lower-priced devices may see price hikes from fiscal 2027 due to rising memory…
SoftBank CEO Miyakawa's phone statement
SoftBank CEO Junichi Miyakawa described smartphones reaching ¥300,000 to ¥500,000 as 'no longer a telecom carrier's handset price. It's a computer.'
“no longer a telecom carrier's handset price. It's a computer”
Price hike expectations for lower-end devices
Miyakawa indicated lower-priced devices could see price increases from fiscal 2027 due to soaring memory prices.
Fiscal 2026 first-half results
SoftBank reported record revenue of ¥3.7987 trillion, operating profit of ¥642.1 billion, and net profit of ¥364.5 billion for the first half of fiscal 2026.
Mobile ARPU and churn rate improvements
Mobile ARPU rose ¥230 year-on-year to ¥3,950, and the smartphone churn rate improved to 1.31% in fiscal 2026.
iPhone 18 Pro lineup details
The iPhone 18 Pro and iPhone 18 Pro Max, along with the foldable iPhone Duo, form the fall 2026 iPhone lineup with no standard model.
High-end sales performance
Miyakawa noted high-end smartphone sales are performing better than last year despite no change in the customer base.
High-end growth limitations
Miyakawa expects a limit to high-end smartphone growth eventually despite customer demand for premium devices.
Mid-range and low-end strategy
SoftBank plans to introduce mid-range and low-end options to counter high-end growth limitations.
Memory price impact on pricing
Miyakawa warned memory prices won't fall, so low-end devices may also see price increases from fiscal 2027 onward.
Consumer segment financials
The consumer segment reported higher revenue but lower profit, with segment profit forecast raised to ¥565 billion for full year.
Rate revision impacts
SoftBank raised monthly fees on existing plans by ¥110 to ¥550 from July 1, and Y!mobile lifted plans by ¥220 and ¥330.
Competitor response to rate changes
NTT Docomo will restructure ahamo into three tiers from December 1, raising prices for up to 40GB to ¥3,135.
Cybersecurity measures
SoftBank has been offering 'Patching as a Service' since July using OpenAI's AI models to support vulnerability assessments and patching.
HAPS technology progress
SoftBank confirmed smartphone calls and 118 emergency calls using HAPS in August, planning commercialization from 2027 onward.
In short
SoftBank CEO Miyakawa states smartphones costing ¥300,000 to ¥500,000 are no longer phones but computers, and predicts lower-priced devices may see price hikes from fiscal 2027 due to rising memory costs.
