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Apple bucks global slump in smartphone shipments and sales
9to5Mac • • technology
Key Points:
- Counterpoint Research reports reveal a global decline in smartphone sales and shipments in Q2 2026, with Europe, China, India, and Latin America all experiencing significant year-over-year drops ranging from 8.6% to 14%.
- Despite the overall market contraction, Apple consistently gained market share and sales growth in all regions, matching Samsung’s shipment share in Europe at 34% and posting a 15% sales increase in India.
- In Latin America, Apple’s shipments grew by 5%, driven by strong demand for the iPhone 17 Pro Max and strategic pricing decisions, allowing it to lead the high-end segment with a 51% market share.
- Chinese brands Xiaomi, Oppo, and Honor lost market share in Europe, while Samsung remained Apple’s main competitor in Latin America’s premium segment, holding about 40% of the market.
- Factors contributing to the global slowdown include memory shortages, rising prices, seasonal demand fluctuations, and the timing of promotional events and new product launches.
