Global Smartphone Sales Are Falling, But Apple Gains in India and Latin America

A series of reports from Counterpoint Research reveals that global smartphone sales are declining, yet Apple continues to expand its presence in India, Latin America, and Europe, even as these markets contract.

In India, smartphone sales between late March and early August lagged 14% behind the same period in 2025. After major promotional campaigns ended in July, the market declined for three consecutive weeks. Apple outperformed all competitors with a 15% increase, which Counterpoint attributes to strong demand for the iPhone 17 and ongoing affordability programs. Samsung and OPPO each grew by only 4%. The research firm notes that promotions are borrowing demand from adjacent weeks rather than expanding the market. Amid widespread price increases, Counterpoint expects the Indian smartphone market to finish 2026 approximately 13% lower.

In Latin America, smartphone shipments fell 10% year-over-year in the second quarter — the steepest annual drop since the third quarter of 2023. Apple and Samsung were the only brands to grow, with gains of 5% and 6%, respectively. In Europe, the overall market also shrank, but Apple increased its market share as users switched from Android to iOS.

Counterpoint's broader data shows that the global smartphone market is under pressure from economic headwinds, rising component costs, and longer replacement cycles. However, Apple's strong performance in key emerging markets and its ability to attract premium buyers in mature regions suggest that the company is weathering the downturn better than its rivals. The reports highlight that Apple's growth in India and Latin America is particularly noteworthy, as these regions are traditionally dominated by Android devices. The iPhone 17 lineup, combined with aggressive trade-in and financing offers, has helped Apple capture a larger share of the premium segment even as overall demand weakens.