The Middle East Smartphone Market: Emerging Brands Rise, Samsung Leads, Xiaomi Grows Strongly

The Middle East Smartphone Market: Emerging Brands Rise, Samsung Leads, Xiaomi Grows StronglyThe Middle East smartphone market (excluding Turkey) shipped 11.5 million units in Q2 2024, representing a 20% year-on-year growth, indicating that the region's smartphone market continues to maintain strong momentum

The Middle East Smartphone Market: Emerging Brands Rise, Samsung Leads, Xiaomi Grows Strongly

The Middle East smartphone market (excluding Turkey) shipped 11.5 million units in Q2 2024, representing a 20% year-on-year growth, indicating that the region's smartphone market continues to maintain strong momentum. The latest data from analytics firm Canalys reveals the latest trends in the Middle East smartphone market, where emerging brands are making a splash, gradually narrowing the gap with traditional giants and reshaping the competitive landscape.

Samsung retained its leading position in the region with a 28% market share, driven by strong performance of its mid-range Galaxy A series and high-end Galaxy S24, despite a 5% year-on-year decline in shipments. Xiaomi, on the other hand, achieved significant success in the sub-$200 phone market with its price-competitive models like Redmi A3, 13C, and 134G, experiencing a 70% year-on-year growth in shipments, reaching 2.3 million units and a 20% market share, propelling it to the second position.

Transsion, with its aggressive pricing strategy and appeal to the mass market, secured the third spot with 1.8 million units shipped, representing a 16% market share and a 3% year-on-year growth. Apple, impacted by intensified market competition, witnessed a 6% year-on-year decline in shipments, reaching 1.1 million units and a 10% market share, placing it fourth. Honor, fueled by its retail expansion in Saudi Arabia and Iraq, achieved a substantial 67% growth, reaching 700,000 units shipped and a 6% market share, securing the fifth position.

Manish Pravinkumar, Senior Analyst at Canalys, highlights that emerging brands are steadily shrinking the market share gap with leading players in the region, reshaping the competitive landscape. He believes that in the short term, emerging brands must capitalize on the favorable economic environment to solidify their local foundation. This includes expanding retail operations, optimizing product portfolios, prioritizing profitability while maintaining channel confidence.

For established brands, the focus should be on leveraging GenAI for innovation, expanding their ecosystems, and integrating sustainable practices to enhance customer loyalty. This will help them maintain their leadership position in the increasingly competitive environment and continue their success in the region's smartphone market.

The future of the Middle East smartphone market is brimming with opportunities and challenges. Emerging brands are continuously rising, offering consumers more choices while presenting new competitive pressure to traditional giants. Going forward, the key to success in the Middle East smartphone market lies in effectively capturing market trends, adapting to consumer demands, and staying ahead of the curve.