- LATAM’s largest smartphone market, Brazil, saw shipments decline by 11% YoY in H1 2026, driven by shrinking domestic production and more cautious consumer spending.
- Samsung and Motorola, the two largest brands in Brazil, together captured 73% of the smartphone market and led the rankings for the top five best-selling smartphones.
- Chinese brands are disrupting the Brazilian market with extended warranties and steep price markdowns, supported by local manufacturing partners to reduce taxation costs.
- In the first half of the year, 5G coverage had already surpassed the target set for 2027.
Brazil’s smartphone shipments declined 11% YoY in H1 2026, according to Counterpoint Research’s Market Monitor. This was a significant contraction for the largest smartphone market in Latin America (LATAM) and it is expected to deteriorate further during H2 2026. Rising memory prices and the resulting decline in domestic smartphone production, along with slowing sales, are creating conditions for a potential double-digit contraction in 2026.
Brazil’s OEM landscape in H1 2026
Samsung led the Brazilian market with a 42% share, followed by Motorola in a solid second place at 31%. Although both gained share in the first half of the year, Samsung’s volume declined 6% YoY, and Motorola’s 2%, reflecting the broader market contraction. The arrival of Chinese players such as Jovi (vivo in Brazil), HONOR, OPPO and realme has heightened competitive intensity, while their collective market share declined from 26% in H1 2025 to 20% in H1 2026.
Brazil Smartphone Market Shipment Shares by OEM, H1 2026 vs H1 2025
Despite the overall market contraction, Samsung delivered solid results, increasing by 10% YoY in H1 2026. The outcome was supported by well‑stocked distribution channels and aggressive price markdowns, which accelerated the transition from legacy A‑series models to the refreshed lineup, alongside the expected launch of the S26 series in Q1 2026, which gained traction in the second quarter. All this underscored the brand’s enduring market presence, well-developed infrastructure, and broad consumer recognition.
In terms of volume, Brazil is Motorola’s most important market in LATAM. The brand grew 1% YoY in the country in H1 2026, driven by increased visibility across physical stores and online channels, leveraging its FIFA World Cup partnership. Motorola launched special editions and applied targeted price discounts during the period. To maintain strong consumer engagement, it also refreshed several models across the G series, Edge lineup and Razr family during H1. The company also introduced a new premium flagship model, the Motorola Signature.
Xiaomi, which has no local manufacturing operations, remained Brazil’s third‑largest brand despite a 34% YoY decline in H1 2026. The result was driven by rising consumer preference for locally manufactured devices, a drop in global shipments into the market and intensified competition from new Chinese entrants. Xiaomi in Brazil is largely supported by gray-market volume originating in Paraguay. Given Brazil’s manufacturing requirements and import taxes that can reach 105%, the country has become a key destination for smuggled smartphones. Gray-market devices are typically offered at discounts of up to 50% compared to their equivalent models sold through official channels. For some consumers, the cost savings from purchasing a gray-market device outweigh potential warranty or after-sales care limitations.
Apple, the most valuable smartphone brand in Brazil, emerged as one of the strongest performers in H1 2026, increasing domestic production by 7% YoY and market share by 19% YoY. Apple’s performance was driven by continued momentum for the iPhone 17 series and resilient sales of the iPhone 16 and 16e. The brand’s sales were further boosted by discounts for legacy models. Apple faces limited competition in the >$600 segment, holding 63% of the market in H1, while Samsung took 34%.
