Apple Continues Growth Despite Contraction in the Global Smartphone Market
As global smartphone sales declined regionally in 2026, Apple managed to stand out from its competitors with its performance in the Indian, Latin American, and European markets.
According to Counterpoint Research data, while the global smartphone market experienced a contraction in 2026, Apple increased its market share in India, Latin America, and Europe thanks to discount campaigns and demand for the iPhone 17.
Growth in India and Europe Markets
In India, total phone sales dropped by 14 percent between late March and early August compared to the same period last year. During this period, Apple recorded 15 percent growth, driven by strong demand for the iPhone 17 model and pricing campaigns. While it was stated that campaigns pulled forward purchasing decisions rather than creating new customers, Samsung and OPPO registered a 4 percent increase.
In the European market, phone shipments dropped by 10 percent to 35 million units. Apple increased its market share in Europe by 9 percentage points to 34 percent, catching up with Samsung.
Latin America Shipments and the Situation in China
In Latin America, second-quarter smartphone shipments decreased by 10 percent, marking the sharpest annual drop since the third quarter of 2023. In the region, where only Apple and Samsung grew, Apple captured 51 percent of device sales priced over $600.
In the Chinese market, overall contraction reached 8.6 percent in the first 30 weeks, while Apple's sales slowed after July. This stagnation, which began as discounts diminished, is expected to continue until the iPhone 18 series is introduced.
Future Expectations for the Industry
The crisis and high prices in memory chips due to high demand from data centers are expected to continue throughout 2027. For this reason, a full recovery in the smartphone market is not anticipated before 2028.