Apple smartphone sales climb as global handset market contracts

Apple smartphone sales surge amid market contraction

Apple smartphone sales continue to outpace a global slump in handset demand, as analysts track divergent trends across India, Latin America, Europe and China. Counterpoint Research notes that while the overall smartphone market is shrinking, Apple posted a ↑ 15% increase in India during the March‑August window, driven by the iPhone 17 launch and aggressive pricing.

India: post‑promotion dip and modest rebound

Indian shipments fell 14% versus the same period last year, with three consecutive weeks of decline after July’s major sales events. Samsung and OPPO managed only 4% growth each, whereas Apple’s share rose to 22%.

Latin America: Apple grabs premium segment

Q2 shipments in the region slipped ↓ 10%, the steepest annual drop since late 2023. Apple and Samsung were the only brands with gains, +5% and +6% respectively. Apple now controls roughly 51% of devices priced above $600, absorbing component cost hikes rather than passing them to consumers.

Europe: parity with Samsung at 34% each

European shipments contracted 10% to 35 million units, marking the weakest second quarter in three years. Apple added nine percentage points, matching Samsung at 34% market share; Xiaomi trails at 15%, and all other brands sit below 4%.

“Promotions are merely shifting demand rather than expanding the pie,” Counterpoint analysts said.

In China, weekly sales fell 8.6% over the first 30 weeks, deepening after the 618 shopping festival. Apple’s momentum slowed as discounts receded, and the firm is expected to wait for the September iPhone 18 rollout, which may include a Pro, Pro Max and a foldable “iPhone Ultra.” For broader context, see Reuters analysis of global handset trends.

Words by: Julian Reed

Consumer Electronics Expert