The Middle East and Africa (MEA) smartphone market showed resilience in the second quarter (Q2) of 2025, recording a 3% year-on-year (YoY) growth, according to Counterpoint’s Market Monitor service.
This marks the region’s second consecutive quarter of expansion, bolstered by stronger local currencies and improving economic conditions.
Senior Analyst Yang Wang noted, “The MEA smartphone market entered 2025 with a strong recovery and is now steadying, with ASPs rising 7% YoY as consumers shift toward higher-end models.”
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He added that the sector is undergoing consolidation, with smaller brands struggling to stay competitive while leading players strengthen their positions through differentiated products, partnerships, and expanded offline networks. Chinese brands collectively commanded 59% of the Q2 2025 market, while global leaders such as Samsung and Apple maintained dominance in the premium segment.
The market showed a clear tilt toward premium models, reflecting demand for AI-powered features, 5G connectivity, and high-refresh-rate AMOLED displays. Yet, the budget segment (under $100) remained the largest, driven by migration from feature phones and the rise of financing options.
Mid-range devices priced between $200–$299 lost share, with consumers either moving down to ultra-affordable models or upgrading to higher-end categories, which saw the fastest growth.
Brand Leadership in Q2 2025
South Korean company Samsung, retained its lead with 1% YoY growth, driven by its streamlined portfolio (reduced from 105 to 73 models) and strong mid-range A-series lineup. Trade-in programmes, flexible payments, and AI-focused marketing further reinforced its position.
Transsion Group (TECNO, Infinix, itel) secured 26% of shipments. TECNO led with a 17% share, fueled by a wide distribution network and locally tailored marketing. Infinix posted 14% YoY growth, focusing on youth-oriented campaigns and dual-SIM devices. Meanwhile, itel struggled due to weak positioning and supply disruptions but continued to serve the ultra-low-cost segment under $100.
Xiaomi achieved a 9% YoY increase, though its gains were modest compared to rivals. The brand reduced its portfolio to focus on “hero” models but saw its average selling price fall 8% YoY, signaling overreliance on the $50–$99 range.
Apple stood out with a 28% YoY shipment surge, buoyed by stronger channel penetration and anticipation for the iPhone 17. The iPhone 16e recorded triple-digit quarterly growth, with GCC markets driving premium demand.
5G Adoption Accelerates
5G adoption in Africa is progressing but remains limited compared to global trends, with significant potential to transform economies and societies despite numerous challenges.
Affordable 5G devices were a key growth driver, with adoption reaching 37% in Q2 2025. Brands like TECNO, OPPO, and itel introduced sub-$100 5G smartphones, expanding access.
South Africa benefited from MTN and Vodacom’s 5G investments, aided by favorable tax reforms.
Egypt saw gains from IMEI whitelisting and domestic production.
Kenya’s mobile-first ecosystem, boosted by M-Pesa and microlending, drove strong uptake.
As of 2025, around 30 African countries have launched commercial 5G services, with notable progress in nations like South Africa, Nigeria, Kenya, Botswana, Seychelles, Zimbabwe, and Namibia.
The GSMA forecasts that 5G will contribute $11 billion to Sub-Saharan Africa’s economy by 2030, with manufacturing (32%) and services (29%) as primary beneficiaries. Analysts estimate 5G could add $2.2 trillion to Africa’s economy by 2034.
Looking Ahead
The MEA market continues to balance demand for both low-cost and premium smartphones. Budget models dominate due to affordability and financing options, while premium devices are increasingly favored by consumers seeking cutting-edge features.
The second quarter of 2025 highlights a market in transition, as budget-friendly entry points remain crucial, but the fastest momentum is in the premium space, positioning MEA as a uniquely dynamic smartphone battleground.