Core Insights - The smartphone shipment volume in Latin America increased by 4% year-on-year in Q2 2025, supported by price competition and promotional activities despite a challenging economic environment [4][9] - The low base from the previous year also positively impacted the growth rate for this quarter [4] Market Performance - Seasonal factors contributed to a quarter-on-quarter increase in shipments, marking the second-largest sales season of the year in the region [6] - Mother's Day and Father's Day promotions significantly boosted demand in most Latin American countries, except Argentina [6] - Argentina, Chile, and Peru experienced notable growth, with Argentina's shipments doubling due to a low base last year [6] Competitive Landscape - Samsung maintained a leading market share of over 70% in Brazil and Mexico, despite the entry of several Chinese brands [6] - Motorola and Samsung continue to dominate the market, with new entrants facing challenges in brand recognition and capacity building [6] - Xiaomi achieved double-digit year-on-year growth in Q2 2025, solidifying its position in markets like Chile and Colombia [12] 5G Penetration - The 5G penetration rate in Latin America reached 42% in Q2 2025, with a year-on-year increase of 6% [9] - Local consumers prioritize affordability and features like camera quality and storage over 5G technology [6][9] - OPPO leads among Chinese brands in 5G market share, with Apple and Samsung also ranking in the top three [6] Brand Performance - Samsung's shipment volume grew by 8% year-on-year, aided by price reductions and extensive advertising [8][9] - Apple's shipment volume declined by 10% due to weak demand in Brazil and inventory adjustments from Q1 2025 [12] - Motorola's shipments continued to decline, particularly impacted by a nearly 64% drop in the Mexican market [12]

Core Insights - The smartphone market in Latin America experienced a year-on-year growth of 9.3% in Q4 2024, marking the sixth consecutive quarter of growth, driven primarily by markets in Argentina, Chile, and Peru [1][2] - Despite the year-on-year growth, there was a nearly 2% decline in smartphone shipments compared to the previous quarter due to brands shipping products earlier in Q3 2024 to prepare for the holiday season [1][2] - The demand for smartphones has increased across almost all Latin American countries, supported by heightened consumer confidence and intensified competition among brands [1][2] Market Dynamics - 4G smartphones remain the primary driver of sales in the region, while 5G smartphones accounted for 38% of total sales in Q4 2024 [1][2] - Major brands like Samsung, Motorola, and Apple lead in 5G smartphone sales, while Chinese manufacturers continue to push 4G models [1] - The competitive landscape is characterized by significant discounts and promotional bundles offered by most smartphone brands during the November to December period [1] Brand Performance - Samsung maintains a leading position in the Latin American market, with a market share approximately 9 percentage points higher than its closest competitor, benefiting from early launches of entry-level models [5] - Motorola saw slight year-on-year growth, primarily due to its performance in lower price segments and aggressive pricing on 5G smartphones, although its market share declined [5] - Xiaomi achieved double-digit growth driven by markets in Mexico, Ecuador, Argentina, and Colombia, becoming the market leader in Colombia, despite a nearly 60% decline in shipments in Brazil's gray market [5] - Apple experienced year-on-year and quarter-on-quarter growth in Brazil and Mexico, largely driven by the new iPhone 16 Pro Max, although older models still represent a larger share of shipments [5] - Honor also saw year-on-year growth, solidifying its position in the region with affordable 4G smartphones, particularly in Peru, Ecuador, and Central America [5]