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In 2024, Samsung had the largest share of the market for mobile devices in Brazil, with around ** percent. It was followed by Motorola, with approximately **** percent and Apple, with over ** percent. The market has evolved significantly compared to the previous decade. In 2010, Nokia sold mobile devices to over half of Brazil's market, but gradually lost significance over time. 

Major smartphone market players

Apple and Samsung not only play a leading role in the Brazilian smartphone market but are among the main vendors in most countries and worldwide. Particularly, the leadership is always disputed between Apple and Samsung, two tech giants that have created entire device ecosystems. In the first quarter of 2023 Samsung shipped roughly ** million smartphones, while Apple recorded around ** million smartphone shipments. Smartphone vendors like Xiaomi and Oppo still manage to make it to the top five, but their market shares are significantly lower than those of Apple and Samsung.

Smartphone penetration in Brazil is on the rise

Nowadays, smartphones are used to perform all kinds of activities, from calling and messaging, to watching videos and playing games. Therefore, the number of smartphone users and smartphone penetration has dramatically increased in the past decades, with the latter forecast to reach ** percent in 2029. Moreover, smartphones are the most frequently owned digital devices in the Latin American country in 2023, followed by PCs.