The Latin American smartphone market continued its recovery in the first quarter of 2026, reaching 34.8 million shipped units — a 3% increase year-on-year, according to Omdia. Several brands recorded notable performances across different segments, with Xiaomi consolidating its position in the region amid broader improvements in inventory and portfolio management.
Samsung remains dominant but Xiaomi continues expanding
Samsung led the region with 12.9 million shipments and a 37% market share, marking a 9% year-on-year rise and its strongest quarterly showing since Q1 2023. The company's growth was largely driven by demand for Galaxy A-series devices across affordable and mid-range categories.
Xiaomi placed second after shipping 6 million smartphones in Q1 2026, holding a stable 17% market share and recording its sixth consecutive quarter of growth in Latin America. Omdia highlights the REDMI Note 15 lineup as a key contributor to Xiaomi’s momentum, with particularly strong demand in Central America and Peru. The brand’s aggressive pricing and broad retail availability helped it compete directly with Samsung and Motorola across the region.
Key takeaway
Latin American smartphone shipments rose 3% year-on-year to 34.8 million units in Q1 2026, with Samsung maintaining the lead and Xiaomi recording its sixth consecutive quarter of growth.
Motorola ranked third with 4.9 million shipments and a 14% share but experienced a 5% annual decline. Omdia attributed Motorola’s weaker result largely to softer performance in the highly contested $100–$200 segment, where models such as the Moto G06 and G17 underperformed compared with prior generations.
Honor and Apple record major growth
Honor emerged as one of the fastest-growing brands in Latin America during Q1 2026, shipping 3.4 million units for a 10% market share and posting approximately 30% year-on-year growth. Omdia pointed to the entry-level Honor Play 10 series as a strong performer in the sub-$100 category.
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Apple coverage from PhonesGATE. Published May 22, 2026.
Apple also saw substantial growth, with shipments rising by 31% year-on-year. The report links Apple’s gain largely to the Mexican market, where the company recorded nearly 80% annual growth driven by demand for the iPhone 17 series.
Why the Latin American smartphone market is growing again
Omdia identified several factors supporting the region’s expansion in Q1 2026: retail channels increased inventory ahead of expected component price rises; brands simplified product portfolios to lower costs; OEMs shifted to lower memory configurations to control pricing; and rising NAND costs had not yet fully passed through to consumers. Demand for premium smartphones priced above $500 remained stable during the quarter.
Despite the recovery, the report warns that affordability challenges persist in many Latin American countries. Consumers remain cautious about spending, and tighter purchasing power continues to weigh on entry-level and value-focused segments.
