While there are markets where Apple has undisputed dominance, there are also markets where it persists until it achieves this. Despite the worldwide contraction in smartphone shipments in the first months of last year, Latin American smartphone market grew by 20% in the fourth quarter of 2023 Apple was among the most preferred ones, especially in Mexico and Brazil.

According to a report by smartphone analyst firm Canalys, the overall market increase was driven primarily by an intensification of brand and channel initiatives aimed at replenishing stocks. For the entire year 2023, The market grew by 2%, reaching a total of 118.9 million units. The recovery in the second quarter responded to a positive device replacement cycle.

Apple grew more than any other company in Latin America

In the top five best-selling brands It ranked fifth behind Apple, Samsung, Motorola, Xiaomi and Transsision.

According to Canalys senior consultant Miguel Pérez:

Apple grew 20% annually, driven largely by its success in Brazil and MexicoThis accounted for 85% of iPhone 15 series shipments.

Samsung has positioned itself as a leader in the region, but its market share has fallen below 30% for the first time since the fourth quarter of 2014.Competing brands such as Xiaomi, TRANSSION and ZTE have increased volumes at the entry level.

Despite ongoing socioeconomic challenges in Latin America, Canalys predicts 3% growth in the regional smartphone market in 2024.

Apple is growing in Brazil

In this context, Apple’s particular growth in Brazil is also due to another decision in which the company took the bite of the apple.

Foxconn Brazil has been assembling some iPhone models since last year, and this year it was confirmed that the 6.1-inch iPhone 15 was also produced, which users experienced a significant difference when purchasing the device they purchased before this decision. It was one of the most expensive in the world due to high import duty rates.

For comparison, The 128GB iPhone 15 is available in Brazil for 7,299 Reais (approximately $1,460). but now Available for just 5,399 reais (about $1,080) at select retail stores.

A Counterpoint report in the first quarter of 2023 stated: Apple’s iPhone market share increased in first quarter in Latin America and Apple’s CEO acknowledged that this was indeed a record quarter in the region. Now this trend is likely to continue and Those who get bitten can climb a few more positions in a market controlled by Asian companies.