Apple gained ground in India, Latin America, and Europe even as all three markets contracted, according to a new series of Counterpoint Research reports.
Between late March and the beginning of August, Indian smartphone sales ran 14% behind the equivalent stretch of 2025, and the market slipped for three straight weeks once major promotions in July had finished. Apple outperformed every rival with a 15% rise, which Counterpoint attributes to strong iPhone 17 demand holding up alongside continued affordability offers. Samsung and OPPO each grew just 4% in the country.
The research firm added that promotions are borrowing demand from the weeks either side of them, rather than growing the market. Amid broad price rises, Counterpoint expects the Indian smartphone market to finish 2026 down around 13%.
Latin American smartphone shipments fell 10% in the second quarter, which is the region's steepest annual drop since the third quarter of 2023. Apple and Samsung were the only brands to grow, by 5% and 6% respectively, while Motorola, HONOR, and Xiaomi all receded in the market. Apple's gains apparently came from absorbing component cost increases rather than passing them on to customers, and the company now accounts for roughly 51% of everything sold above $600 in the region.
European shipments dropped 10% to 35 million units, which is the weakest second quarter in three years. Apple added nine percentage points of market share to achieve parity with Samsung, with each now on 34%, and Xiaomi on 15%. No other brands sit above 4%. Counterpoint expects further declines as inventory dries up, but forecasts that Apple will continue outperforming the wider market.
The smartphone market in China was down 8.6% across the first 30 weeks of the year, with the rate of decline widening back into double digits once the popular 618 shopping festival had concluded. Apple's sales have slowed since July, with discounts pulled back across retail channels and much of the summer's demand already spent during promotions. Counterpoint expects that lull to last until the new iPhone lineup arrives. Huawei, meanwhile, led the market throughout in the region, holding more than a fifth of weekly sales since April.
Counterpoint expects constrained memory supply and elevated prices to run through the remainder of 2026, with a recovery unlikely before 2028. Apple is expected to introduce its next iPhone lineup in September, featuring the iPhone 18 Pro, iPhone 18 Pro Max, and foldable "iPhone Ultra."
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