The Middle East and Africa (MEA) smartphone market saw a modest 3% year-on-year growth in Q2 2024, according to Counterpoint Research. This might sound like a slight bump, but it’s enough to shake things up in the smartphone world. With Easter and Ramadan sales giving the market a brief nudge, it’s clear that the MEA region is still a battleground worth fighting for. And boy, did some brands come out swinging.
The MEA smartphone market has returned to its typical growth rate after surpassing most other regions last year. Commenting on the market’s dynamics, senior analyst Yang Wang said, “The MEA smartphone market has settled into typical levels of growth, after outperforming most regions last year. Macro conditions continue to improve, with lower inflation and stabilizing domestic currencies, which have supported consumer appetite and led to global brands paying more attention and diverting resources to the region’s market. Brands that have invested in local distribution and branding initiatives, as well as improving popular models’ availability in local markets, have seen encouraging sales this year.”
5G smartphone shipments increased by 30% year-over-year in Q2 2024, accounting for 35% of the market. Although LTE still dominates, 5G is gaining ground due to increased competition, lower prices, and wider availability. The expansion of 5G networks and infrastructure by operators will further support 5G smartphone sales in the future.
Samsung still reigns supreme, but…
Samsung continues to sit on the MEA throne, holding onto the crown with a market share of 23%, just a hair down from 24% in Q2 2023. It seems like the brand’s strategy of offering discounts and trade-ins on its premium models — think the Galaxy S series — has kept the competitors at bay, at least for now. Plus, the Galaxy A05 and A15 series have been flying off the shelves in the lower-mid segment, further cementing Samsung’s lead. But, a tiny 1% dip means the king isn’t invincible — just comfortable.
Xiaomi was the real MVP
But the real story here is Xiaomi. With a staggering 67% year-on-year growth — although down from 82% in the last quarter — Xiaomi has charged into the MEA market like a bull in a smartphone shop. Devices like the Redmi 13 and Redmi Note 13 series have been a crowd-pleaser, pushing Xiaomi to retain the same 15% of the market held in Q1 2024, up from 9% last year. If Xiaomi’s pace continues, they might soon be nipping at Samsung’s heels.
Meanwhile, Transsion Group, the parent company of TECNO, Infinix, and itel, still dominates the MEA market with a combined 29% market share. TECNO is the golden child here, growing by 7% year-on-year. However, it’s a mixed bag for Transsion. While TECNO is on the up and up, Infinix saw a dramatic 42% drop, and itel is feeling the pinch, too. It seems like TECNO’s aggressive pricing and marketing are starting to eat into its siblings’ sales — sibling rivalry at its finest.
Apple might have leapfrogged Infinix to grab the fourth spot, but it’s not all sunshine and rainbows. The brand only saw a meager 1% growth year-on-year. While substantial promotions and discounts helped Apple keep its head above water, the real test will be the launch of the iPhone 16 series. Can Apple charm its way into more pockets? Only time will tell.
And then there’s Infinix, which has taken a hit with a 42% decline. Once a rising star, Infinix seems to be struggling to keep up in the highly competitive mid-price segment. With TECNO hogging the spotlight, Infinix will need to rethink its game plan — or risk becoming a footnote in the MEA smartphone market.
Final thoughts
The MEA smartphone market is no longer just about numbers; it’s about narratives. Samsung is holding on strong, Xiaomi is the underdog-turned-challenger, and Transsion is juggling multiple balls in the air. As for the others? Well, they might want to buckle up — because this ride is just getting started.
Stay tuned to see who will come out on top as the battle for smartphone supremacy continues.
