Latin America smartphone shipments contracted 10% year-over-year (YoY) in quarter two (Q2) of 2026, according to Counterpoint Research’s latest Market Monitor report, mainly driven by the ongoing memory shortage.
The quarter posted the largest YoY decline since Q3 2023, when the post-pandemic economic recession and high inventories triggered a double-digit decline in smartphone shipments.
Samsung sustained its regional lead in Q2 2026, posting 6% YoY growth, at the expense of Motorola, Xiaomi and Honor. Samsung regained the top brand position in Colombia, Ecuador, and Peru, with a 38% share of total Latin American smartphone shipments. Samsung’s gains were supported by product availability, especially the Galaxy A Series and the Galaxy S series, strong presence in physical and online channels, and aggressive discounts, according to Counterpoint.
Apple shipments increased 5% YoY. This performance was driven by the brand’s decision to absorb the price hike, alongside consistent demand for the iPhone 17 Pro Max. The iPhone 17e continued to build momentum during Q2 following its launch in late March, while legacy models sustained steady demand. Apple leads LATAM’s high‑end and premium price segments (>$600) with around a 51% share, while Samsung stands as the only significant competitor, reaching about 40% of the segment.
The memory shortage and resulting price pressures are expected to persist through the second half of 2026, with signs of recovery beginning in 2028. According to the latest Counterpoint Smartphone Market & Forecast Notes, the central view remains that memory supply and pricing dynamics, rather than underlying consumer demand, will be the primary determinant of smartphone market performance over the next 18-24 months.
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