Smartphone shipments in Latin America fell 12% amid rising memory costs
Smartphone shipments in Latin America fell by 12% year-on-year in the second quarter of 2026, to 30.3 million devices. One of the key reasons was higher prices for DRAM and NAND memory components, which affected phone retail prices and demand for budget models, Cyprus Mail reports, citing Omdia research.
In the first quarter, manufacturers and retailers partly contained the impact of rising prices thanks to previously imported batches and warehouse inventories. However, in April-June, this buffer weakened, with the lower price segment suffering the most. Shipments of smartphones priced at up to $100 plunged by 72% year-on-year.
The budget segment is losing demand
The segment of devices priced from $100 to $300 declined by 6%, although it remained the largest in the market, accounting for 61% of all shipments. At the same time, the share of smartphones priced above $500 rose to 18% of shipments and generated 51% of the total value of the regional market.
A wider use of purchase financing also contributed to the shift toward more expensive devices. Manufacturers offer discounts, product bundles, interest-free installment plans, trade-in programs for old devices, and leasing to make premium models more affordable.
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Samsung strengthened its leadership
Samsung remained the largest smartphone supplier in the region: the company shipped 12 million devices, 9% more than a year earlier. Its market share reached 39%, the highest level since the first quarter of 2022. Omdia attributes the company’s result to lower dependence on shortages of memory components and strong ties with sales channels.
Xiaomi ranked second with 4.9 million smartphones shipped and a 16% share, but its shipments fell by 27%. Motorola shipped 4.4 million devices, down 15% year-on-year. HONOR reduced shipments by 32%, to 2 million units, while TRANSSION, which also shipped 2 million smartphones, recorded a 19% decline.
Outlook for the second half of the year
Central America became one of the hardest-hit subregions: its market declined by 22% in the second quarter. In 2025, devices priced below $300 accounted for 84% of local shipments, making demand in the region particularly sensitive to price increases.
Omdia forecasts that Latin America’s smartphone market will decline by 16% in 2026 compared with 2025, with the downturn intensifying in the second half of the year. In the second quarter, the average smartphone selling price in the region had already risen by 25% year-on-year.
