Internationally, rising prices and an unsure economic system imply that smartphone gross sales are falling, but Apple’s iPhone has nonetheless seen a 5% development within the newest quarter.
The most recent figures from Europe not too long ago confirmed that because the smartphone market continues to contract, the iPhone continues to develop. Now figures for Latin America are saying the same, however not similar factor.
In line with Counterpoint Analysis, smartphone gross sales in Latin America for Q2 2026 noticed their largest decline in three years. In comparison with the identical interval in 2025, the market shrunk by 10%.
In Europe, Apple nonetheless noticed its market share rise throughout that interval, however for Latin America, the result’s much less clear reduce. Apple stays behind Samsung, Xiaomi, and Motorola for market share, nevertheless it nonetheless grew its shipments by 5%.
Solely Samsung did higher at with a 6% improve. All others noticed gross sales decline, with Xiaomi the worst affected with a 27% drop 12 months over 12 months.
LATAM Smartphone Shipments by OEM, Q2 2025 vs Q2 2026 YoY – picture credit score: Counterpoint Analysis.
The worth rises from the worldwide chip scarcity contributed to the general drop, with the best declines seen by the entry-level and mid-tier manufacturers. These account for 3 quarters of all of the smartphones bought within the area.
Researchers credit score Apple’s development within the premium market partially to the corporate absorbing value rises, at the very least in the interim. In addition they report that there’s constant demand for the iPhone 17 Professional Max.
There was additionally regular demand for older iPhones, whereas the quarter benefited from the then nonetheless fairly new iPhone 17e. That had launched halfway by March, the final month of the earlier quarter.
Apple’s fiscal Q2 runs from April to June, and there have been no new iPhone launches in that point. The third quarter runs from July to September, so there can be a launch of the iPhone 18 Professional vary towards the top of that quarter.
That can most likely profit Apple, however general the analysis expects that Latin America smartphone gross sales is not going to enhance till at the very least 2028.
