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Coverage· Apple· Published Aug 21, 2026

Smartphone Sales Are Falling Across Major Markets, While Apple Gains Share

Counterpoint reports declining smartphone sales in India, Latin America, Europe, and China, while Apple gained share in several markets. The reports also point to continued supply and pricing pressure in 2026.

Coverage

DNA Brief

Signal Summary

India’s smartphone sales were 14% below the comparable 2025 period from late March through early August, and the market contracted for three straight weeks after major July promotions ended. Apple’s Indian sales rose 15%, which Counterpoint attributed to strong iPhone 17 demand and continued affordability offers. Counterpoint expects India’s market to finish 2026 down about 13%, with broader recovery unlikely before 2028.

Why It Matters

The figures indicate that promotions may shift demand between nearby weeks rather than expand the market, leaving the smartphone industry under pressure in 2026. Apple’s growth in India and other contracting markets gives it a stronger position even as overall demand declines and a broad recovery remains years away.

Evidence

Start with the primary evidence, then review supporting sources and context.

1 items

Primary Evidence

1
  • MacRumorsDocumentOriginal

    Smartphone Sales Are Falling Worldwide, But Apple Keeps Growing

    Hartley Charlton

    “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…”
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