Brazil’s smartphone shipments fell 11% YoY in H1 2026, driven by rising memory costs, reduced domestic production, and cautious consumer spending. Samsung, the leading brand, grew 10% YoY, followed by Motorola, which increased by 1% YoY. Xiaomi remained third but declined 34% YoY, pressured by weaker global supply. Apple emerged as one of the strongest performers in H1 2026, increasing domestic production by 7% YoY and market share by 19% YoY. The arrival of Chinese brands such as Jovi (Vivo in Brazil), HONOR, OPPO, and realme has intensified competition, while their combined share fell from 26% in H1 2025 to 20% in H1 2026.
The top five best‑selling smartphone models accounted for 29% of the overall Brazilian market in H1 2026. The Samsung Galaxy A07 4G, which has remained in the top position since December 2025, supported by strong supply and competitive pricing, accounted for 8.3% of the overall market in the first half of the year.
Devices priced below $249 represented 78% of the overall Brazilian market. The $100-$249 segment grew 37% YoY, reaching 61% in H1 2026, driven in part by a sharp 50% decline in the <$99 price band and by price hikes.
Commenting on the smartphone price dynamics, Principal Analyst
Commenting on the smartphone price dynamics, Principal Analyst Tina Lu said, “This segment’s expansion reflects three underlying drivers. First, consumer spending patterns shifted, with buyers more willing to invest in better hardware specifications. Second, the arrival of new Chinese brands broadened model availability within this price band. Third, the initial effects of memory‑related price hikes began to emerge, with further escalation expected in H2 2026”.
Since 2020, Brazil’s economy has been decelerating. From 2020 to 2024, annual GDP growth was above 3%, then declined to 2.3% in 2025, and is projected to reach 1.9% to 2.3% in 2026. This year, oil exports to Asia, driven by the Middle East conflict, and exchange rate volatility have caused domestic inflation, affected consumers’ wallets, and reduced purchasing power. In addition, the presidential elections scheduled for October this year are keeping consumers and investors cautious.
Price increases driven by memory shortages, which are impacting domestic production and supply, are expected to intensify in H2 2026. Given the current economic and industry dynamics, Brazil’s smartphone industry will face a challenging period. This mix of factors is driving the smartphone industry slowdown, pushing the market toward a potential overall double-digit decline in 2026. Counterpoint Research
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