Smartphone Sales Are Falling Worldwide, But Apple Keeps Growing

Apple gained crushed successful India, Latin America, and Europe adjacent arsenic each 3 markets contracted, according to a caller bid of Counterpoint Research reports.


Between precocious March and the opening of August, Indian smartphone sales ran 14% down the equivalent agelong of 2025, and the marketplace slipped for 3 consecutive weeks erstwhile large promotions successful July had finished. Apple outperformed each rival with a 15% rise, which Counterpoint attributes to beardown iPhone 17 request holding up alongside continued affordability offers. Samsung and OPPO each grew conscionable 4% successful the country.

The probe steadfast added that promotions are borrowing request from the weeks either broadside of them, alternatively than increasing the market. Amid wide terms rises, Counterpoint expects the Indian smartphone marketplace to decorativeness 2026 down astir 13%.

Latin American smartphone shipments fell 10% successful the 2nd quarter, which is the region's steepest yearly driblet since the 3rd 4th of 2023. Apple and Samsung were the lone brands to grow, by 5% and 6% respectively, portion Motorola, HONOR, and Xiaomi each receded successful the market. Apple's gains seemingly came from absorbing constituent outgo increases alternatively than passing them connected to customers, and the institution present accounts for astir 51% of everything sold supra $600 successful the region.

European shipments dropped 10% to 35 cardinal units, which is the weakest 2nd 4th successful 3 years. Apple added 9 percent points of marketplace stock to execute parity with Samsung, with each present connected 34%, and Xiaomi connected 15%. No different brands beryllium supra 4%. Counterpoint expects further declines arsenic inventory dries up, but forecasts that Apple volition proceed outperforming the wider market.

The smartphone marketplace successful China was down 8.6% crossed the archetypal 30 weeks of the year, with the complaint of diminution widening backmost into treble digits erstwhile the fashionable 618 buying festival had concluded. Apple's income person slowed since July, with discounts pulled backmost crossed retail channels and overmuch of the summer's request already spent during promotions. Counterpoint expects that lull to past until the caller iPhone lineup arrives. Huawei, meanwhile, led the marketplace passim successful the region, holding much than a 5th of play income since April.

Counterpoint expects constrained representation proviso and elevated prices to tally done the remainder of 2026, with a betterment improbable earlier 2028. Apple is expected to present its adjacent iPhone lineup successful September, featuring the iPhone 18 Pro, ‌iPhone 18 Pro‌ Max, and foldable "iPhone Ultra."
This article, "Smartphone Sales Are Falling Worldwide, But Apple Keeps Growing" archetypal appeared connected MacRumors.com

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