On the 6th (local time), 50,000 people packed Zócalo Square in front of the National Palace in the center of Mexico City, the capital of Mexico, to see K-pop group BTS. When BTS members appeared on the palace balcony with Mexico President Claudia Sheinbaum, the BTS fandom "ARMY" cheered. Some even shed tears.
At the rare sight, BTS members pulled out their smartphones to take photos and videos of the fans. In J-Hope's hand was Samsung Electronics' Galaxy S26 Ultra model, and in Jin and Suga's hands were Galaxy S26 models. It is known that not all seven BTS members use Samsung Electronics' Galaxy. That day, V and Jungkook were holding iPhones. However, Samsung Electronics, which had been losing ground to Apple in Mexico's smartphone market recently, enjoyed an unexpected advertising effect.
According to market research firm StatCounter on the 12th, as of April this year, Apple ranked No. 1 in Mexico's smartphone market with a 30.35% share. Apple took the throne from Samsung Electronics, which had led Mexico with a 20%-range share, in Nov. last year. In April, Samsung Electronics was second in Mexico's smartphone market with an 18.99% share. It was the first time since July 2015 that Samsung Electronics' share in Mexico's smartphone market fell below 20%. It was followed by Motorola (12.53%) and Xiaomi (7.78%).
In fact, Apple had not made a strong showing in Mexico's smartphone market, which is centered on budget models. But the situation began to change little by little in 2024. Apple overtook Samsung Electronics from Sept. to Nov. 2024, when the iPhone 16 series was released. In Nov. that year, its share even soared to 32%. But the new-product effect did not last long, and Apple's share again stayed in the 9%–16% range.
Apple's reversal came after Sept. last year, when the iPhone 17 series was released. Recording about an 18% share in Mexico's smartphone market in Sept.–Oct. last year, Apple has maintained a 30% share for five straight quarters since Dec. last year. In fact, what drove Apple's results last year was robust sales of the iPhone 17 series in emerging markets and in China.
A smartphone industry official said, "It is unusual that even 1–2 months after the new Samsung Galaxy S series was released, its share has not recovered while Apple continues to surge." Another industry official noted, "Samsung Electronics' position in Mexico is becoming ambiguous," adding, "It is losing the premium market to Apple, while Android-based budget models are facing continued offensives from Chinese companies."
According to Counterpoint Research, as of last year, sales of budget and midrange smartphones under $250 accounted for 64% of smartphone sales in the Mexican market. But experts see Mexico's smartphone market rapidly shifting from a focus on budget and midrange to the premium segment. Counterpoint Research said, "In the Mexican market, per-device expenditure increased last year, and this trend is expected to continue in 2026," adding, "However, the overall market is expected to contract as demand declines."
BTS has close ties with Samsung. In 2023, Samsung presented Suga with an honorary staff ID for the marketing team. Suga has shown affection for Galaxy to the point of telling fans who ask for selfies at concerts, "If you're giving it to me, give me only Galaxy. Not iPhone." Among ARMY, "No iPhone, only Samsung" even spread like a catchphrase. Attention is on whether BTS members' real-world use of Galaxy in Mexico's market will provide a turning point for Samsung Electronics.