iPhone shipments in Latin America increase by 8 percent

Apple increased its iPhone shipments in Latin America by eight percent in the first quarter of 2026. But that's no longer enough for the top four: Honor has overtaken Apple with a significant growth spurt – and a second market report paints a considerably different picture.

Latin America is developing into one of Apple's more exciting growth regions, but the actual extent of this growth apparently depends on which research firm you consult. Just a few weeks ago, another market report for the same region showed a substantial 31 percent increase in iPhone sales, driven by a record jump in Mexico. A new analysis from Counterpoint Research now arrives at a more sobering conclusion for the same quarter – and assesses Apple's market position in a somewhat different light.

Eight percent more iPhones – and yet only fifth place

According to figures from Counterpoint Research, the entire Latin American smartphone market grew by two percent in the first quarter of 2026 compared to the previous year. Apple's growth was eight percent – a solid increase, but not enough to secure a top spot in the absolute ranking.

In parallel, Honor increased its market share from six to ten percent, thus displacing Apple from fourth place. Apple landed in fifth place with a share of eight percent. Honor recorded the strongest growth of all manufacturers with a jump of 75 percent; Motorola, like Apple, grew by eight percent. On the losing side were Samsung (minus three percent), Xiaomi (minus five percent), and the remaining providers (minus 16 percent).

The overall market at a glance

Manufacturer	Market share Q1 2026	Change compared to previous year
Samsung	31 %	-3 %
Motorola	19 %	+8 %
Xiaomi	15 %	-5 %
Honor	10 %	+75 %
Apple	8 %	+8 %
Others	17 %	-16 %

Samsung remains at the top by a wide margin, ahead of Motorola and Xiaomi. The dynamics in the mid-range are remarkable: while established providers are losing market share, Honor is pushing forward with aggressive growth, reshuffling the rankings behind it.

Which countries are driving growth

The market was primarily driven by small and medium-sized countries. Ecuador, Peru, and Venezuela reported double-digit percentage growth, complemented by rising demand in Argentina, Colombia, Central America, and the Caribbean. These gains offset a decline in the region's two largest markets – Mexico and Brazil, which contracted.

A striking trend towards higher-end devices is also evident, one that Counterpoint has observed worldwide: The price segment between $150 and $250 grew by five percent, recently reaching a 29 percent share of the total market. This region is thus following the same premiumization trend that recently saw Apple take the global lead for the first time in the quarter.

Two reports, two Apple images

The direct comparison between the two market research firms is particularly interesting. While the earlier report attributed 31 percent growth to Apple and a record 80 percent increase in Mexico, Counterpoint sees only an eight percent increase – and even places Mexico in the contraction zone. The figures for the overall market also diverge significantly, with one survey showing three percent growth compared to the other two percent.

Such discrepancies are not unusual in market research because methodologies, distribution channels covered, and quarterly definitions vary between research firms. For context, this means above all: the trend is correct – Apple is growing in Latin America against a weak overall market – but the estimates differ noticeably regarding the pace and precise ranking.

What the second quarter is likely to bring

For the remainder of the year, Counterpoint anticipates that, following the increased shipments in the first quarter, several brands will strategically offer discounts on key models in the second quarter to attract buyers. For Apple, this means an environment where competition for price-conscious customers intensifies – while its strength remains in the higher-priced segment, which is currently gaining importance in the region. (Image: Shutterstock / Anna Hoychuk)