{
  "id": 2382831,
  "title": "Smartphone Sales Are Falling Worldwide, But Apple Keeps Growing",
  "url": "https://urgent.news/2026/08/21/smartphone-sales-are-falling-worldwide-but-apple-keeps-growing",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-21T13:38:47.000Z",
  "source": {
    "name": "MacRumors",
    "slug": "macrumors",
    "url": "https://www.macrumors.com/2026/08/21/smartphone-sales-falling-but-apple-grows/"
  },
  "original_language": "en",
  "account": "Apple strengthened its position in India, Latin America, and Europe, even as those markets contracted, according to fresh reports from Counterpoint Research. In India, smartphone sales trailed 14% behind the same period in 2025, with the market slipping for three consecutive weeks after major promotions in July concluded. Apple surpassed all competitors with a 15% increase, which Counterpoint attributes to robust demand for the iPhone 17 and ongoing affordability initiatives. Samsung and OPPO experienced a mere 4% growth in the country. Counterpoint posits that promotions are drawing traffic from the weeks immediately before and after them, rather than fostering market expansion. In light of rising prices, the research firm anticipates the Indian smartphone market to conclude 2026 with a decline of approximately 13%. Latin American smartphone shipments shrank by 10% in the second quarter, marking the region's most substantial annual decline since the third quarter of 2023. Among the brands, Apple and Samsung were the sole entities to witness growth, by 5% and 6% respectively, while Motorola, HONOR, and Xiaomi all experienced a decline. Apple accounted for roughly 51% of devices priced over $600 in the region, attributing its gains to absorbing cost hikes instead of passing them onto consumers. European shipments fell 10% to 35 million units, the weakest second quarter in three years. Apple expanded its market share by nine percentage points, achieving parity with Samsung at 34%, with Xiaomi trailing at 15%. No other brands command a presence above 4%. Counterpoint forecasts further declines as inventory diminishes, but anticipates Apple's continued outperformance. In China, the smartphone market contracted 8.6% over the first 30 weeks of the year, with the decline rate intensifying post the popular 618 shopping festival. Apple's sales have slowed since July, with discounts withdrawn across retail channels and most of the summer's demand already realized during promotions. Counterpoint expects this lull to persist until the unveiling of the new iPhone lineup. Huawei dominated the Chinese market throughout the year, holding over a fifth of weekly sales since April. Counterpoint expects persistent memory supply constraints and escalated prices to persist into 2026, with a recovery unlikely before 2028. Apple is anticipated to release its next iPhone lineup in September, featuring the iPhone 18 Pro, iPhone 18 Pro Max, and foldable iPhone Ultra.",
  "summary": "Apple gained ground in India, Latin America, and Europe even as all three markets contracted, according to a new series of Counterpoint Research reports. Between late March and the beginning of August, Indian smartphone sales ran 14% behind the equivalent stretch of 2025, and the market slipped for three straight weeks once major promotions in July had finished. Apple outperformed every rival…",
  "key_points": [
    "Apple's smartphone sales grew 15% globally despite market contraction.",
    "Apple led in India, Latin America, and Europe with increased iPhone 17 demand.",
    "Market declines forecasted for 2026 due to rising prices and inventory."
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}