Apple added 400 thousand iPhone units in Latin America during Q1 2026, translating into a 31% year‑over‑year rise. The surge was driven by the iPhone 17’s strong reception, especially in Mexico where shipments jumped a staggering 80%. Mexico vaulted the brand into third place, while Brazil kept Apple in fifth with a modest share in the region.

Samsung dominated the segment, shipping 12.9 million units and claiming a 37% market share, up nine points from last year. Xiaomi followed with 6 million units and 17% share, while Motorola shipped 4.9 million units for 14% and Honor slipped to fourth with 3.4 million units, 10% of the market in Latin America’s competitive smartphone landscape.

The combined top five brands accounted for 73% of the 34.8 million shipments in the quarter. Apple appeared only in Brazil and Mexico, securing a 5% slice in Brazil and a 16% share in Mexico after the iPhone 17’s robust launch. The data highlight the brand’s concentration in high‑end segments within the region’s premium device market.

Rising memory component costs will push retail prices up from late Q2, especially for devices under $300, analysts predict. For Apple, the higher‑end resilience of the iPhone 17 series cushions the brand against price pressure, keeping it competitive above the most price‑sensitive tiers. The trend underscores Apple’s focus on premium markets in Latin America’s evolving consumer base.