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Chinese Brand Takes Fourth Place in Sales and Pressures Giants in the National Smartphone Market
Realme has secured fourth place among the brands that sell the most smartphones in Brazil. The data comes from the IDC Brazil Mobile Phone Tracker report, released in May 2025.
This new position was achieved in the first quarter of this year. It was during this period that the company surpassed Apple for the first time in the national market.
Apple, which previously held fourth place, has dropped to fifth. The leadership still belongs to Samsung, followed by Motorola and Xiaomi.
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These brands continue to dominate the top three spots.
However, they are already feeling the increasing pressure from Realme, which has been gaining ground.
The change in the ranking indicates a new landscape in the smartphone sector. Asian manufacturers are entering strongly, offering advanced devices at affordable prices.
Realme started its operations in Brazil in January 2021. Since then, its market share has grown consistently.
According to IDC data, the brand was the fastest-growing in 2024 and early 2025. This confirms its consolidation in the country.
Low Price Strategy and Up-to-Date Technology Models Attract Consumers
Realme’s rise can be attributed to its aggressive pricing strategy. Unlike Apple and Samsung, the Chinese brand operates with lower margins.
Its portfolio includes well-performing devices, modern design, and affordable prices. An example is the model Realme C55, which has been highly sold in recent months.
This model offers good performance for under R$1,500.
This makes it an attractive choice for cost-conscious consumers.
Another factor was conscious consumption, which increased during the economic instability of 2024. This prompted Brazilians to seek more affordable options.
In this context, Realme efficiently met the demand. Meanwhile, iPhones remain priced above R$6,000, which limits their audience.
Realme Grows Over 120% in One Year, Says IDC
The IDC Brazil report showed that Realme grew 123% in sales in the country. The comparison was made with the same quarter of 2024.
The brand reached 6% of the national smartphone market. In contrast, Apple saw a 15% drop in the same period, falling to 5.2% market share.
This result confirms Realme’s rapid advancement. At the same time, it reveals how it directly impacts the already established brands in the country.
In 2025, the total volume of smartphones sold in Brazil was around 10 million units. The data refers to the first quarter.
Samsung remains in the lead with nearly 40% of the market. Xiaomi remains stable at about 15%. However, Realme was the only one that grew.
Investment in Marketing and Distribution Strengthens Brand in the Country
In addition to competitive prices, Realme invested heavily in digital marketing. The company focused on social media and partnerships with major national retailers.
This helped the brand reach new audiences. It also expanded its presence in sales channels, both online and in physical stores.
Another differentiator was local technical support. This generated greater consumer confidence regarding the warranty and maintenance of the products.
The expansion of e-commerce after the pandemic also favored Realme. As a result, the brand’s smartphones became more accessible in cities outside the major centers.
This scenario allowed Realme to consolidate its operations in Brazil. The company has become one of the leading players in the sector.
Realme Aims for the Top with New Releases and Sustainable Growth
Although it has already secured fourth place, Realme continues to aim higher. Therefore, by the end of 2025, the company plans to launch five new models in the country. Additionally, these launches are expected to include technologies such as 5G, artificial intelligence, and batteries with greater autonomy, which should consequently further boost its market share.
In this regard, analysts believe that Realme could reach third place by 2026. To achieve this, it will be necessary to maintain the current pace of growth and innovation. Still, the competition promises to be intense, as both Xiaomi and Motorola remain strong in the third and second positions, especially due to their strong appeal among Brazilian consumers.
Even with the decline, Apple, on the other hand, still maintains a loyal user base. Furthermore, its devices remain popular among the higher classes, despite the high prices.
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