- The MEA smartphone market grew 7% YoY in Q1 2025, due to strong festive demand, easing inflation, and widening device availability from new Android players.
- The lower end, the region’s largest market segment, grew the most due to increased. Volume growth was further aided by continuously improving economic and market fundamentals.
- 5G and OLED adoption reached 33% and 42%, respectively, boosted by network rollouts across the region and popular big-screen, feature-rich phones from Android OEMs.
- Transsion remained the market leader with a 32% share. TECNO grew rapidly in the mid-range segment, while Infinix and itel had mixed results in budget categories.
MEA smartphone shipments rose 7% YoY in Q1 2025, the region’s first positive rise in YoY growth rate following a two-quarter contraction, according to the latest research from Counterpoint’s Market Monitor Service. Strong festive demand during Ramadan and Easter, widening device availability, along with mild inflation boosted consumer spending during the quarter.
Commenting on the market dynamics, Senior Analyst Yang Wang said, “In 2024, the MEA smartphone market entered a correction phase as brands focused on clearing old inventory with fewer new launches and smaller discounts, leading to a drop in the number of active brands. However, the market saw strong recovery early 2025 driven by better supply and pent-up demand, especially for budget phones under $100. The recovery was supported by the continuously improving economic situation and market fundamentals. On the other hand, premium smartphones priced over $800 also logged healthy growth even in a traditionally low volume quarter, highlighting the staying power of the premiumization trend.”
5G adoption in the MEA region continued to edge higher, reaching 33% market share during the quarter, with the strongest growth seen among $400-0$499 smartphones from brands like Samsung, Xiaomi, and HONOR. Lower component costs for 5G phones, and a widespread push for 4G and 5G rollout in Africa, driven by major investments from carriers and government’s digitalization efforts, have led to increasing customer demand for more sophisticated devices. Rising mobile data usage, local manufacturing support in countries like Egypt, and demand for better connectivity for gaming, streaming, and payments are further fuelling growth for 5G-enabled devices.
OLED display penetration reached 42% in Q1 2025 driven by consumer demand for vibrant colors, better contrast, and energy efficiency. Smartphones with display screens wider than 6.5 inches also saw increased adoption, as users preferred higher-resolution, bigger displays for better visibility and smoother interactions with the device and larger displays often paired with bigger batteries for longer use. As the market evolves, this trend highlights a broader industry pivot toward feature-rich, user-centric smartphones that balance functionality with premium appeal.
Insights on Key Brands During Q1 2025
- Transsion led the MEA smartphone market with a 32% share, up from 29% last year. TECNO rose 31% YoY, the strongest growth among the Transsion brands, driven by higher investments in promotions and retail channels, especially in the mid-range segment. Infinix gained ground in the low-end market but continues to face strong competition from rival Android brands and even from TECNO. itel struggled across most price bands, except in the $50-$74 range, where it holds a dominant 52% share. Transsion faces a challenging year ahead, as newer Chinese brands commit significant resources to the region. TECNO appears best positioned to grow further, while Infinix and itel face uncertainty due to limited support and internal brand overlap.
- Samsung slipped to the second spot but still grew 15% YoY. It reduced its active smartphone models from 103 to 76, focusing on fewer, stronger products, which was welcomed by customers. The company saw solid growth in the $400+ premium segment as well as in key mid-range A series. The brand is increasingly seeing Saudi Arabia and the UAE as key hubs for distributing smartphones across the MEA region and beyond.
- Xiaomi’s market share dropped 2% YoY, and it reduced its active models from 96 to 74. Despite the decline, it saw strong growth in LTE smartphones with 27% YoY growth, as the company intensified efforts to compete with Transsion in the lower end. As a result, ASP fell by 12% as sales increased mainly in the $50-$99 range. Going ahead, Xiaomi will hope to solidify its market share gains by offering strong devices in the mid-range – a segment targeted by other Chinese OEMs as well.
- Apple’s shipments grew 4% YoY, raising its market share to 6%. Growth was mainly driven by the launch of the iPhone 16e, a more affordable model starting at $599, which boosted sales in price-sensitive markets. Apple also saw strong demand in the premium segment, especially in Saudi Arabia and the UAE, supported by local retail partnerships, instalment plans, and buy now, pay later options. New Apple Stores in the UAE and increased tourism-related sales in the GCC further contributed to its growth.
