Brazil’s smartphone shipments fell 11% year-over-year (YoY) in the first half of 2026, but it was good news for Apple, according to new data from Counterpoint Research.
The decline was driven by rising memory costs, reduced domestic production, and cautious consumer spending, notes the research group. Samsung, the leading brand, grew 10% YoY, followed by Motorola, which increased by 1% YoY.
China-based Xiaomi remained third but declined 34% YoY, pressured by weaker global supply. Apple emerged as one of the strongest performers in the first half of 2026, increasing domestic production by 7% YoY and market share by 19% YoY. The arrival of Chinese brands such as Jovi (Vivo in Brazil), HONOR, OPPO, and realme has intensified competition, while their combined share fell from 26% in the first half of 2025 to 20% in the first half of 2026.
The iPhone now has 31% of Brazil’s smartphone market computed to 30% in the first half of 2025. That’s annual growth of 19%.
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