Apple logged an 8% year‑over‑year rise in iPhone shipments across Latin America in the first quarter of 2026, Counterpoint Research reported. The firm measured overall smartphone shipments up 2% YoY, with Samsung leading at 31% share, while Apple moved from 4% to 5% of the regional total. The growth contrasts with a modest market rebound after slower 2025 performance.

Counterpoint’s data shows Motorola also posted an 8% increase, but Honor surged 75%, lifting its market share from 6% to 10% and nudging Apple into fifth place. Samsung, Xiaomi and other makers slipped, declining 3%, 5% and 16% respectively. Meanwhile the premium‑price bracket ($150‑$250) expanded 5% YoY, now capturing 29% of shipments.

The mixed results underline Latin America’s shift toward higher‑end devices despite economic headwinds. Counterpoint predicts brands will roll out targeted discounts on key models in Q2 to sustain momentum. Apple’s modest lift, buoyed by strong iPhone 17 uptake in Mexico, suggests the company can maintain its premium foothold while competitors scramble for share.

Overall, the 8% iPhone shipment gain marks the first positive swing for Apple in the region since 2024, reinforcing its strategy of pricing tiers and localized promotions. With Honor accelerating and Samsung’s share eroding, Apple’s next quarterly results will likely hinge on how effectively it leverages the iPhone 17 lineup against growing discount tactics.