In the second quarter of 2025, the smartphone market in the Middle East and Africa (MEA) shows resilient growth, indicating a recovery in consumer demand.
General Market Trends in MEA
According to the Market Monitor service by Counterpoint, the smartphone market in the MEA region recorded a 3% year-on-year growth. The growth results in Q2 2025 mark the second consecutive quarter of growth, spurred by festive promotions during Eid al-Adha, improved economic conditions, and stronger local currencies.
Senior analyst Yang Wang noted, "The MEA smartphone market entered 2025 with a strong recovery and is now steadying, with ASPs rising 7% YoY.".
Market Leaders and Their Strategies
According to the report, Samsung retained its lead in the MEA smartphone market, growing 1% year on year. The brand simplified its portfolio, reducing active models from 105 to 73. Key growth factors included competitive mid-range offerings and a broad retail presence.
The Transsion Group, including TECNO, Infinix, and itel, accounted for 26% of the MEA smartphone shipments in the second quarter. TECNO dominated with a 17% share due to strong distribution and affordable devices. Meanwhile, itel struggles with weak positioning and supply chain disruptions.
Accelerated 5G Adoption and Its Impact on the Market
Affordable 5G smartphones have become a key growth driver in the region, with adoption rising to 37% during the review period. The growth was fueled by trade developments in Nigeria, South Africa, Egypt, and Kenya. In North Africa, consumers are increasingly favoring premium devices.
The $200-$599 price range accounted for 56% of the market, reflecting the growing demand for advanced features. Brands are tailoring their offerings to satisfy both categories of consumers, ensuring a balance between affordability and innovation.
The smartphone market in the Middle East and Africa is expected to continue growing for the remainder of the year. The positions of brands like TECNO and Samsung underscore market dynamics, while accelerated 5G adoption shapes future consumer preferences.
