Counterpoint: iPhone shipments grew 8% in Latin America during Q1
Counterpoint says iPhone shipments in Latin America rose 8% year over year in Q1 2026, even as HONOR gained share and overtook Apple for fourth place.
Intelligence analysis by GPT-5.4 Mini
Counterpoint’s Q1 2026 read on Latin America shows a modestly growing smartphone market, with Apple up 8% but losing rank to HONOR after a much faster share gain. The report also points to premiumization and hints that brands may lean on discounts in Q2.
A new report says more phones were sold in Latin America at the start of 2026 than a year before. Apple sold more iPhones too, but not as fast as one rival brand called HONOR.
Think of it like a race where several runners move forward, but one runner sprints much faster and passes someone else. Apple kept moving, yet HONOR moved quicker and took a better spot.
The report also says people are buying more phones in a middle price range. That can make companies try special discounts later to get more people to choose their phones.
Analysis
What Counterpoint says
Counterpoint Research says Latin America’s smartphone shipments grew 2% year over year in Q1 2026. Within that market, Apple’s iPhone shipments were up 8%, matching Motorola’s growth rate, while HONOR posted a much larger 75% jump.
Market context
The report says growth was helped by strong gains in Ecuador, Peru, and Venezuela, plus rising demand in Argentina, Colombia, Central America, and the Caribbean. That offset weakness in the region’s two biggest markets, Mexico and Brazil. Counterpoint’s numbers also show Samsung down 3%, Xiaomi down 5%, and other brands down 16%.
Share shifts and pricing
A key change in Counterpoint’s data is that HONOR’s share rose from 6% to 10% year over year, enough to move ahead of Apple into fourth place. The report also says Latin America followed the global premiumization trend, with the $150 to $250 segment growing 5% year over year and reaching a 29% share.
What comes next
Counterpoint expects brands to respond to the Q1 shipment increase by using targeted discounts on strategic models in Q2 2026. The article also notes that Omdia published a different view earlier, reporting stronger Apple growth in the region, especially in Mexico.
Key points
- Counterpoint says Latin America’s smartphone shipments grew 2% year over year in Q1 2026.
- Apple’s iPhone shipments rose 8% in the region during the quarter.
- HONOR grew 75% and moved ahead of Apple into fourth place by market share.
- Samsung, Xiaomi, and other manufacturers all saw shipment declines in Counterpoint’s data.
- Counterpoint says the $150 to $250 price band grew 5% and reached 29% of the market.
If the trend holds, Apple can keep growing iPhone shipments in a region that still expanded overall. The report’s view of premiumization also suggests demand for higher-value phones remains healthy enough to support continued sales.
HONOR’s faster growth shows Apple can lose share even when unit shipments rise. Counterpoint also says brands may turn to targeted discounts in Q2, which suggests competition could pressure margins and make growth harder to sustain.
