According to a report by market research firm Counterpoint Research, smartphone shipments in Latin America increased by 2% year-on-year in the first quarter of 2026. Among them, Honor's shipments surged by 75% year-on-year, making it the fastest-growing brand in the region. By ramping up marketing efforts and expanding retail channels, Honor has put pressure on competitors such as Xiaomi and OPPO. Data from another firm, Omdia, shows that smartphone shipments in Latin America reached 34.8 million units in the quarter, up 3% year-on-year, with Samsung, Xiaomi, Motorola, Honor, and Apple ranking among the top five in market share.