Apple had 21.6% of the Latin American smartphone market in the third quarter

Latin America (LATAM) smartphone shipments increased 10.9% year-over-year (YoY) in quarter one (Q3) of 2023 after four straight quarters of decline, according to Counterpoint Research.

Smartphone shipments in the region are finally returning to growth, adds the research group. They increased by 8.7% quarter-over-quarter (QoQ). 

Apple’s share of the LATM smartphone market dropped slightly — from 21.9% in Q3 of 2022 to 21.6% in Q3 of 2023. The company’s volume and share increase were driven by the iPhone 11 and increasing promotions. 

Apple handed out promotions prior to the launch of the iPhone 15.  However, Counterpoint says the new launch did not influence the Q3 2023 market as Mexico was the only country in the region to have the iPhone 15 launched at the same global launch date (September 22). Brazil and Colombia got it on September 29, while the rest got it in October.  

Samsung remained the region’s smartphone market leader. It invested in massive advertising in the region for the Z Flip 5 and Z Folder 5 during the quarter. However, Counterpoint says its sales and share declined YoY. 

The brand has been losing share in the region, following efforts to limit the lower-end segment to push for higher-price-tag models. However, Samsung’s entry-level model shipments were increasing by the end of the quarter. Counterpoint says this might lead to an increase in the brand’s share during the holiday season.