Samsung dominates Latin American smartphone market

Counterpoint Research has published an analysis of the Latin America (LATAM) smartphone market in Q2 2026. According to it, Samsung had a 38% market share, the highest among all brands by a wide margin, putting it in first place, just like in Europe.

In comparison, Samsung had a 33% market share in Q2 2025, meaning the company grew its share by six percentage points year-over-year (YoY). The research firm also says that the tech giant regained the top position in Colombia, Ecuador, and Peru.

According to Counterpoint Research, Samsung achieved this by maintaining product availability, particularly for its Galaxy S and Galaxy A series, maintaining a strong presence across offline and online markets, and offering aggressive discounts despite rising memory chip prices. 

The company was able to absorb the increase in component costs better than its competitors, mainly because it has a strong presence in the mid-range and high-end segments, where margins are higher than in the low-end segment.

In the high-end segment (>$600), Samsung had a 40% market share, putting it in second place. Apple led the segment with a 51% market share. This means that Samsung was Apple's only significant competitor in that price range.