Apple continued to gain ground in several major smartphone markets during the second quarter of 2026, even as overall sales and shipments fell across Europe, China, India, and Latin America.
Counterpoint Research published four reports this week showing that weaker demand, higher prices, and rising memory costs continue to pressure the global smartphone market. Apple still recorded growth or market share gains in several regions, helped by demand for the iPhone 17 series and its premium models.
Apple gains share in Europe and India
Counterpoint Research said smartphone shipments in Europe fell 10% year over year in Q2 2026, reaching their lowest second-quarter level in three years.
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Apple gained nine percentage points and matched Samsung with a 34% shipment share. Xiaomi finished with 15%, while Oppo and Honor dropped to 4% and 3%, respectively.
Counterpoint Research also reported that smartphone sales in India fell 14% year over year between weeks 14 and 31, with sales growing in only two weeks during that period.
Apple moved against the wider market and increased sales by 15%, supported by steady iPhone 17 demand and affordability offers.
In China, smartphone sales fell 8.6% during the first 30 weeks of 2026. Apple entered its usual July slowdown ahead of the next iPhone launch, while earlier promotions had already pulled some demand forward.
Counterpoint Research said Latin American smartphone shipments dropped 10% year over year in Q2, although Apple shipments increased 5% and Samsung grew 6%.
Apple benefited from strong iPhone 17 Pro Max demand, growing iPhone 17e sales, and its decision to absorb higher costs instead of passing them on to buyers.
The company also held around 51% of Latin America’s smartphone market above $600, ahead of Samsung at about 40%.
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