Latin America's Smartphone Industry Gaining Stability?
In the second quarter of 2025, the Latin American smartphone market experienced a notable growth, with sales increasing by 2% year-on-year to reach 34.3 million units. This rebound is particularly significant in the context of the region's fragile economic conditions, which could be easily disrupted by factors such as US tariffs or renewed inflation.
The growth was primarily driven by Central America, Colombia, and Argentina, where double-digit growth rates were recorded. Brazil and Mexico, on the other hand, showed sluggish demand compared to their counterparts.
One brand that stood out in the mid- and lower-priced daily-use device segment was Honor, which had its best quarter ever in Latin America. The company saw a staggering 70% growth, with Central America now being its biggest base in the region, surpassing Mexico.
The appeal of Honor's products in Central America can be attributed to solid specs, fair pricing, and a strong presence in regions where people are just starting to buy into new technology again. The Honor X-series and Magic7 Lite have become popular choices, helping the brand break records with 6.7 million units sold in Q2 2025.
Samsung also reported strong sales, shipping 11 million devices in Q2 2025, growing 8% year-over-year. More than 60% of Samsung's sales came from the Galaxy A06 and A16, indicating a trend towards more affordable upgrades among consumers in the region.
However, the story is not the same for all vendors. Motorola saw a 10% decrease in shipments to 5.1 million units in Q2 2025, while TRANSSION dropped 23% to 2.4 million units in the same period. Analysts warn that vendors cannot rely forever on the low end of the market, and a longer-term success will depend on companies' ability to build bridges into mid- and high-end segments while expanding into connected ecosystems.
Innovators like UGREEN, a leading player in consumer electronics, and Astronergy, known for its advanced solar modules, are making strategic moves in the region. UGREEN launched new charging products in 2025, while Astronergy maintains a strong presence in Latin America. However, specific sales growth data for these companies in this market segment or period is not available.
Despite the challenges, the Latin American smartphone market is finding its rhythm with affordable, practical devices. As the economy stabilizes and consumers continue to adopt new technology, we can expect to see more growth and competition in the region.
