Apple gained ground in India, Latin America and Europe even as all three markets contracted, according to a new set of reports from Counterpoint Research.
Between late March and early August, smartphone sales in India lagged 14% behind the equivalent period in 2025, and the market fell for three consecutive weeks after major July promotions ended. Apple outperformed all competitors with a 15% increase, which Counterpoint attributes to strong iPhone 17 demand that held alongside continued affordable deals. Samsung and OPPO each grew by only 4% in the country.
The research firm added that promotions are borrowing from each side’s weeks of demand, rather than growing the market. Amid widespread price hikes, Counterpoint expects the Indian smartphone market to end 2026 down around 13%.
Smartphone shipments in Latin America fell 10% in the second quarter, marking the region’s sharpest annual decline 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 declined in the market. Apple’s gains apparently come from absorbing component cost increases rather than passing them on to customers, and the company now accounts for about 51% of everything sold above $600 in the region.
European shipments fell 10% to 35 million units, marking the second weakest quarter in three years. Apple added nine percentage points of market share to reach parity with Samsung, each now at 34% and Xiaomi at 15%. No other brand exceeds 4%. Counterpoint expects further declines as supplies deplete, but predicts Apple will continue to outperform the broader market.
China’s smartphone market fell 8.6% in the first 30 weeks of the year, with the rate of decline again in double digits once the popular 618 shopping festival ended. Apple’s sales have slowed since July, with discounts in retail channels removed and much of the summer’s demand already spent on promotions. Counterpoint expects this lull to last until the new iPhone lineup arrives. Huawei, meanwhile, dominates the market across the region, holding more than a fifth of weekly sales since April.
Counterpoint expects memory supply to be tight and prices high through the end of 2026, with recovery unlikely before 2028. Apple is expected to introduce its next iPhone lineup in September, including the iPhone 18 Pro, iPhone 18 Pro Max, and the foldable iPhone Ultra.
