Smartphone shipments across the Middle East and Africa (MEA) grew by 3% year-on-year in the second quarter of 2025, as the market continued to recover on the back of affordable 5G devices, stronger local currencies, and improving consumer spending power.
According to Counterpoint Research, 5G adoption in the region reached 37% during the quarter, up from 29% in Q1 2025. Sub-$100 5G smartphones from TECNO, OPPO, and itel were key drivers, particularly in Nigeria, Egypt, and Kenya.
South Africa saw a 63% surge in 5G penetration, supported by MTN and Vodacom’s infrastructure investments and recent tax reforms, while Egypt benefited from IMEI whitelisting policies and local production. Kenya’s mobile-first economy, driven by M-Pesa and micro-lending partnerships, also played a good role.
The smartphone shipments 2025 report revealed that average selling prices (ASPs) rose 7% year-on-year, reflecting a clear shift in consumer preference toward high-end devices with advanced features such as AI translation, 120Hz AMOLED displays, telephoto cameras, and fast charging.
However, ultra-affordable devices under $100 still dominated, supported by financing options and the migration of users away from feature phones.
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. The sector is also consolidating, with smaller brands struggling to survive while leading players strengthen their position through differentiated products, partnerships, and an expanded offline presence. Chinese brands dominated with a 59% market share in Q2 2025, while a few global players continued to perform well in the high-end space.”
Brand Performance
Transsion Group retained its leadership with a 26% market share, led by TECNO at 17% and Infinix, which posted 14% year-on-year growth through youth-focused campaigns and strong dual-SIM offerings. However, itel continued to face setbacks due to weak positioning and supply chain challenges, despite focusing on sub-$100 devices.
Samsung secured the top position in the overall rankings with 1% year-on-year growth, thanks to its A-series line-up, trade-in programmes, flexible payment plans, and heavy AI-driven marketing. Its decision to cut active models from 105 to 73 helped sharpen its portfolio and reduce costs through local manufacturing.
Apple’s performance was the most striking, with shipments jumping 28% year-on-year. The iPhone 16e recorded triple-digit quarterly growth, boosted by financing schemes, aggressive promotions, and anticipation for the iPhone 17 in GCC markets.
Xiaomi, meanwhile, managed a 9% increase in shipments but faced pressure from aggressive competition. Its ASP dropped 8% year-on-year as sales skewed heavily toward the $50–$99 band. The company’s cautious strategy and limited fresh launches left room for competitors to capture market share, despite its strong offline distribution.
Outlook
The MEA smartphone market is now showing signs of stabilisation after months of volatility. With affordable 5G phones boosting demand, premium devices attracting more buyers, and regional economic conditions slowly improving, experts project competition among top brands to increase further in the second half of 2025.
