Omdia: Latin America Smartphone Shipments Grow 1% in 3Q25, Reaching Highest Quarterly Levels Since 2015

LONDON--(BUSINESS WIRE)--Dec 2, 2025--

Omdia’s latest report reveals that Latin America’s smartphone market grew 1% year-over-year (YoY) in 3Q25, with shipments reaching 35.2 million units, the highest quarterly level since 4Q15. The region’s resilience amid economic uncertainty, cautious inventory management, and moderate consumption was reflected in shipments across top vendors. Samsung led with 11.6 million units and a 33% share, driven by its low-end A-series models, which accounted for 68% of its shipments. Xiaomi followed with 6.3 million units (18% share), while Motorola ranked third, marking its sixth consecutive quarter of decline with an 11% drop. HONOR, in fourth place, reached a record shipments for the third consecutive quarter with 2.9 million units, driven by growth in the Caribbean, Colombia, and Ecuador, which now represent over 40% of its shipments. TRANSSION rounded out the top five despite a 19% YoY decline.

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The region’s recovery was supported by growth in key markets such as Brazil and Central America, alongside rebounds in Chile, Colombia and Ecuador. Brazil, the largest market with a 29% share and 10.3 million units (up 5% YoY), saw new entrants like realme, OPPO, HONOR, and Jovi (vivo) strengthen their positions through local manufacturing and partnerships with operators and retailers. In contrast, Mexico, the second-largest market with 7.4 million units (21% share), declined by 11%, marking its fourth consecutive quarter of contraction due to reduced shipments of devices under $300, reflecting cautious inventory strategies.

Outside Brazil, other notable markets like Central America and Ecuador continued their growth trend, fueled by strong demand for low-end devices, while Colombia and Chile showed signs of recovery, supported by improved economic conditions such as inflation control, increased investment, and higher consumer spending.

Despite overall market growth, the sub-$300 segment, which accounts for 71% of total shipments, has experienced a 2% decline year-to-date through 3Q25. This drop is primarily due to ongoing inventory pressures and stalled consumer demand, coupled with vendors adjusting strategies to prioritize higher average selling prices (ASP) in pursuit of greater financial sustainability.

However, this decline has been offset by a notable 20% year-to-date increase) in shipments of high-end and premium devices priced above $500. This shift has contributed to an 8% rise in ASP in 3Q25, further intensifying competition in the high-value segment, traditionally dominated by Apple and Samsung. In response, brands such as OPPO, Xiaomi, HONOR, vivo, realme, and Google (in Mexico) are ramping up investments to strengthen their positions in this lucrative segment.

“The rise in higher-value device shipments reflects manufacturers’ efforts to maintain market share and enhance brand positioning amidst saturation in the low-end segment,” said Miguel Ángel Pérez, Senior Analyst for Latin America at Omdia. “For manufacturers with long-term ambitions, it is crucial to invest in increasing ASPs, enhancing ecosystem profitability, and fostering customer loyalty to ensure sustained financial sustainability. Stocking high-end devices in 3Q ahead of the 4Q peak sales season is a key strategy to boost sales, value, and profitability, shaping business planning for the next year.

“Despite challenging conditions, Omdia expects the Latin American smartphone market to remain flat by the end of 2025 compared to 2024, with 137.0 million units shipped. However, challenges loom for 2026. Rising memory and storage costs may increase device prices, particularly in entry-level segments, potentially hindering market growth. Manufacturers and retailers will need to adopt strategies such as subsidies, margin management, bundling, and flexible financing plans to mitigate the impact on consumers.”

ABOUT OMDIA

Omdia, part of Informa TechTarget, Inc. (Nasdaq: TTGT), is a technology research and advisory group. Our deep knowledge of tech markets grounded in real conversations with industry leaders and hundreds of thousands of data points, make our market intelligence our clients’ strategic advantage. From R&D to ROI, we identify the greatest opportunities and move the industry forward.

Latin America smartphone shipment market share, top vendors, 1Q24 to 3Q25

Latin America smartphone shipment market share 3Q 2025

Latin America smartphone market shipment, 1Q22 to 3Q25

CHICAGO (AP) — A potential replay challenge by the Los Angeles Angels on Wednesday was denied because first-year manager Kurt Suzuki waited too long to make the appeal.

The play occurred with the Chicago Cubs batting in the third inning of the Angels' 6-2 loss in the series finale at a chilly Wrigley Field. Nico Hoerner doubled into the gap in left-center, and Miguel Amaya used a headfirst slide to score the first run of the game.

Shortstop Zach Neto's throw beat Amaya to the plate. It was unclear if Amaya's left hand touched home, and if it got in there ahead of catcher Travis d'Arnaud's tag. Umpire David Rackley ruled Amaya was safe.

Suzuki held up his hand in the direction of the field before deciding to challenge. But the umpires did not initiate a replay review because they said Suzuki took too long to make his decision.

According to Major League Baseball's replay regulations, once a manager notifies an umpire that a club is considering a challenge, the umpire “will hold play until the earlier of the expiration of the 15-Second Determination Timer ... or an indication from the Manager that the Club is not going to challenge the play.”

“When a close play happens like that, the manager is required to immediately hold, to signal to start the clock, which is 15 seconds,” crew chief Chris Guccione told a pool reporter. “So once I see a manager hold by raising his hand, I'll radio up to the press box, to the tech up there, who then starts the clock. So then from that point they've got 15 seconds to either wave it off, challenge, whatever they need to do.”

The 15 seconds is displayed on the pitch clock, and umpires wear a communication device that buzzes when the clock strikes zero.

“There's zeros and the buzz, and then Kurt came up just a little late,” Guccione said.

Suzuki said bench coach John Gibbons, who is the conduit between the manager and Angels staffers looking at the replay, said the timing of the challenge decision was close.

“He said it was a judgment thing,” Suzuki said. “He said it was like zero-bam and then I challenged, so it was like right after. If we’re late, we’re late. Can’t really argue that. Even if it’s a half-second, a second, you can’t argue that. If you’re late, you’re late.”

The Cubs went on to score four more runs in the third, including two with two outs in the inning.

The Angels challenged a successful steal by Hoerner in the sixth, but the call was upheld.

The time limit for deciding whether to request a replay challenge was lowered from 20 to 15 seconds when the pitch clock was instituted as part of a package of rules changes ahead of the 2023 season.

The 42-year-old Suzuki took over as the team's manager in October. He spent the previous three seasons as a special assistant to Angels general manager Perry Minasian.

Suzuki was a major league catcher for five teams over 16 seasons, winning a World Series with Washington in 2019. He had no major league coaching experience when he was hired as manager.

AP MLB: https://apnews.com/hub/mlb

Los Angeles Angels manager Kurt Suzuki, left, attempts to challenge a play with an umpire during the third inning of a baseball game against the Chicago Cubs in Chicago, Wednesday, April 1, 2026. (AP Photo/Paul Beaty)

Los Angeles Angels manager Kurt Suzuki, left, attempts to challenge a play with an umpire during the third inning of a baseball game against the Chicago Cubs in Chicago, Wednesday, April 1, 2026. (AP Photo/Paul Beaty)