Apple Shipments Rise 8% in Latin America as iPhone 17e Boosts Growth [Chart]

Apple recorded growth in the Latin American smartphone market during the first quarter of 2026, helped by continued demand for its flagship devices and the launch of the new iPhone 17e.



According to data from Counterpoint Research, Apple's smartphone shipments in the region increased by 8 percent year over year. The firm attributes the climb to the ongoing sales momentum of the iPhone 17 Pro Max. The late-quarter arrival of the iPhone 17e also helped reinforce that momentum, attracting buyers during the final month of the quarter.


The broader Latin American market grew by 2 percent compared to the same period last year. This overall lift was supported by double-digit percentage gains in Ecuador, Peru, and Venezuela, alongside rising demand in Argentina, Colombia, Central America, and the Caribbean. Those increases were enough to offset shipment contractions in the region's two largest markets, Mexico and Brazil.

Much of this regional shipment volume was driven by aggressive inventory building. Device manufacturers are placing larger orders to lock in current pricing ahead of expected price increases tied to the ongoing global memory shortage. The strategy is intended to help manufacturers avoid or delay price increases despite rising component costs.

Apple and HONOR recorded the strongest year-over-year growth among major smartphone brands in the region. HONOR posted a 75 percent increase in shipments thanks to an expanding retail footprint and growing marketing efforts. Samsung maintained its position as the overall market leader despite a 3 percent dip in shipments, leaning on heavy price markdowns across its Galaxy A and S series devices to fend off rivals. Motorola followed in second place with an 8 percent increase in volume.

Consumer behavior in Latin America is showing a slight shift toward higher spending. The $150 to $250 price tier became the region's leading segment, capturing a 29 percent share of the market. At the same time, 5G adoption lost momentum. While sales of 5G devices still grew 4 percent year over year, market penetration fell 9 percent sequentially, dropping below 40 percent after two consecutive quarters above that threshold. Counterpoint says consumers continue to prioritize hardware improvements such as better cameras, larger batteries, and higher-resolution displays over faster network connectivity.