Last year, Apple’s CEO, Tim Cook, stated that “Brazil is a country full of opportunities”. This may be because Apple knows that their new iPhone SE 2 will eventually enhance the company’s position in Latin America. Apple’s market share in Latin America dropped from 4.3% to 3.6% in 2019. However, the good news is that the iPhone 11 boosted its market position in the fourth quarter. In the fourth quarter of 2018, Apple’s local market share hit 4.7 %. As for the fourth quarter of 2019, its market share hit 5.2%.
In the same quarter, Huawei’s Latin American share hit 10.7%. This is more than double Apple’s performance. South Korean manufacturing giant, Samsung, remains on top of the list with a 34.2% market share.
Analysts believe that the iPhone SE 2 will be very important for the Latin American market. Apple aims to challenge Huawei in Latin America. The company has to increase its market share in the fourth quarter of 2020. However, its more expensive devices will probably not change much. If Apple can start selling the iPhone SE2 to the Brazilian market and other major Latin American countries (Mexico, Argentina, Costa Rica, and Peru), the company should achieve share growth in the fourth quarter of 2020 and perhaps challenge Huawei.
Do you think Apple can improve its business in Latin America? Would Apple find this market as a “target market”? Let us know your thoughts in the comment section below.