Four Counterpoint Research reports published this week reveal drops in smartphone sales and shipments in India, Latin America, Europe, and China. Here are the reports.
Apple sees growth as smartphone market keeps sliding
While the slowdown in smartphone sales and shipments is not a recent phenomenon, four reports published by Counterpoint Research this week help show just how much memory shortages and rising prices are affecting demand across the globe.
According to a report published yesterday, smartphone shipments in Europe dropped 10% year-over-year in the second quarter, reaching a three-year low.
Even so, Apple gained nine percentage points, matching Samsung at 34% of the shipments share each. Chinese brands Xiaomi, Oppo, and Honor all lost share, ending the quarter at 15%, 4%, and 3%, respectively.
Moving on to a report on smartphone sales in China during the first 30 weeks of 2026, Counterpoint said the market contracted 8.6% year over year, “with the decline returning to double digits after the 618 shopping festival amid seasonal weakness and continued memory cost inflation.”
The firm added that Apple entered its “seasonal slowdown” in July ahead of the launch of its new iPhone lineup, expected next month, while “a meaningful portion of demand” had already been pulled forward around the 618 shopping festival.
Another market that saw a steep decline in sales was India, where Counterpoint recorded three consecutive weeks of year-over-year declines following July’s major online sales events. Across weeks 14 through 31, sales grew year over year in just two weeks, both of which occurred around major promotional events.
Counterpoint says sales were down 14% during weeks 14 through 31, with Apple once again countering the trend with a 15% year-over-year increase, “the strongest sales growth during the period, (…) driven by sustained demand for the iPhone 17 series and continued affordability offers.”
Finally, in a report released today on smartphone shipments in Latin America during Q2 2026, Counterpoint said the market declined 10% year over year, with Apple and Samsung the only major brands to post growth, up 5% and 6%, respectively.
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.
Counterpoint also noted that “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.”
What’s your take on Apple’s performance? Let us know in the comments.
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