According to Counterpoint Research, smartphone sales in India decreased by 14% in the period from late March to early August 2026 compared to the same period last year. Meanwhile, Apple grew by 15%, surpassing Samsung and OPPO, both increasing by 4%. Counterpoint believes that Apple's results are supported by demand for iPhone 17 and promotions.
Counterpoint forecasts that the Indian smartphone market may fall by about 13% in the whole year of 2026, as selling prices increase and promotions mainly pull demand from other weeks to the price reduction time.
In Latin America, smartphone shipments in the second quarter decreased by 10%, the sharpest decrease since the third quarter of 2023. Apple increased by 5%, while Samsung increased by 6%. Apple currently accounts for about 51% of smartphones priced over 600 USD sold in this region.
In Europe, smartphone shipments decreased by 10%, to about 35 million units. Apple increased its market share by 9 percentage points, to 34%, equal to Samsung. Xiaomi ranked third with 15%.
China also recorded a 8.6% decrease in smartphone sales in the first 30 weeks of 2026. In addition, iPhone sales slowed down from July when the price reduction programs ended. Counterpoint forecasts that the market will continue to be quiet until the new iPhone line is launched.
In that context, limited supply of memory chips and increased component prices are forecast to continue to put pressure on the smartphone market until the end of 2026. Counterpoint believes that the possibility of market recovery before 2028 is not high.
Apple plans to introduce the new iPhone line in September, including iPhone 18 Pro, iPhone 18 Pro Max and folding screen iPhone Ultra.
