Latin America’s smartphone market faced a difficult second quarter in 2026, yet Apple managed to move in the opposite direction. iPhone shipments increased 5% year over year even as overall regional sales fell sharply.
According to Counterpoint Research figures cited in the report, Latin American smartphone shipments dropped 10% compared with Q2 2025. That marked the region’s largest decline in three years.
Apple Defies the Regional Downturn
Apple still trails Samsung, Xiaomi, and Motorola in Latin American market share. However, its 5% shipment growth stood out as most competitors lost ground.
Samsung delivered the strongest performance, increasing shipments by 6%. Meanwhile, Xiaomi suffered the steepest decline among the major brands, with shipments falling 27% from a year earlier.
The market-share chart on page 2 shows Samsung expanding from 33% to 38%. Apple remained at 6% share, despite shipping more iPhones within a market that became significantly smaller overall.
Budget Phones Face Greater Pressure
Rising prices linked to the global chip shortage contributed to the broader downturn. Moreover, entry-level and mid-range smartphone brands experienced the greatest pressure. Those segments represent about three-quarters of smartphones sold across Latin America.
Apple’s focus on premium devices appears to have provided some protection. Researchers partly credit its growth to the company absorbing higher costs rather than immediately passing them on to buyers.
iPhone 17 Pro Max Demand Remains Steady
Demand for the iPhone 17 Pro Max remained consistent during the quarter. At the same time, older iPhone models continued attracting buyers.
The recently introduced iPhone 17e also contributed to the quarter’s performance. Apple launched that model in mid-March, shortly before the April-to-June period began.
Overall, the results highlight an unusual divide in Latin America. Consumers are cutting back on smartphones, particularly in cheaper segments. Nevertheless, Apple managed to grow shipments, showing that premium iPhone demand remains resilient despite wider economic and pricing pressures.
