Revealed in Counterpoint’s latest report, this is the first decline after a strong run in 2025, coming down mainly to higher device prices, supply pressure in entry-level phones, and instability in parts of the Middle East.

The toughest hit came from the lowest price segment where phones priced between $50 and $99 fell 41% compared to last year.

Many of these devices were harder to find in stores, especially in parts of Africa and the Middle East where supply chains have been strained.

Prices rose across the board due to a global memory shortage affecting DRAM and NAND chips. That pushed up costs of production and fed directly into retail prices.

At the same time, conflict in parts of the Middle East raised shipping costs and disrupted normal distribution routes. Both factors combined to weaken demand in price-sensitive markets.

Samsung was the largest player in the region and grew 19% year on year. The company held steady because it had stronger inventory levels and a wider mix of premium devices. Its newer high-end models also supported sales, helping it avoid the worst of the supply pressure affecting other brands.

Apple also recorded strong growth, with iPhone shipments up 33% year on year. Its share in the region rose to 8%, up from 6% a year earlier. Demand was sustained in premium markets, particularly in the Gulf states where higher-income consumers continued to upgrade.

HONOR posted the most striking increase, growing 154% year on year. The jump reveals a low base last year, but also stronger positioning in the premium mid-range segment, especially in GCC markets where demand for higher-spec devices has been stable.

In contrast, Transsion and Xiaomi faced tougher conditions. Both brands had limited product availability in parts of the Middle East. In some retail channels, stock shortages were visible, which directly affected sales volumes.

Despite the overall decline, the MEA region showed stronger movement towards higher-end devices, with 5G smartphone shipments rising 42% year on year, and AI-capable smartphones also increased by 64%. Although most of that growth stayed concentrated in devices priced above $400.

This has not offset the weakness in the entry-level segment. Demand in lower-income markets has reduced as fuel prices, logistics costs, and job cuts in parts of the Gulf affect spending power. Buyers are becoming more cautious, and upgrades are happening less frequently.

The outlook for the next quarter is weak. Analysts expect further pressure on shipments in Q2 2026, with fewer promotional periods and challenges in both supply chains and regional conditions.

This year’s release is sharper than usual. Apple’s latest flagship, the iPhone 17 Pro Max, came with the A19 Pro chip, a massive 6.9-inch display, and what is said to be the longest-lasting battery ever in an iPhone. 

Samsung’s response is the Galaxy S26 Ultra, a device designed around AI performance, powerful cameras and a brand-new privacy-focused display technology.

Both are huge phones, both sit at the very top of the market, but they were not built to solve the same problems.

While Apple focuses on efficiency, camera consistency and ecosystem integration, Samsung is pushing hardware innovation and AI automation much further.

After spending time digging through the specifications and features, I discovered these two phones show very different ideas of what the modern smartphone should be.

Quick Specification Overview

The iPhone 17 Pro Max starts at $1,199 globally for the base model, while Galaxy S26 Ultra begins at $1,299 for the 256GB version.

In Nigeria, prices vary with exchange rates and import costs. The iPhone 17 Pro Max typically sells between ₦2.5 million and ₦3 million, while the Galaxy S26 Ultra starts around ₦1.7 million to ₦3.2 million depending on storage and retailer.

Design and Build: Familiar, but More Refined

Neither company radically changed its design language this year.

The iPhone 17 Pro Max continues Apple’s flat-edge design with a large camera module at the back. The build quality is excellent, with premium materials and Apple’s familiar attention to finish. The phone feels dense and solid in hand, 163.4 × 78.0 × 8.75mm and weighs 233 grams.

Samsung’s Galaxy S26 Ultra takes a slightly different approach, with design recognisable from previous Ultra models, but Samsung has refined it further. 

The phone measures 163.6 × 78.1 × 7.9mm and weighs 214 grams, making it thinner than earlier versions.

Both devices are IP68-rated for water and dust resistance, meaning they can survive submersion in freshwater for up to 30 minutes at a depth of 1.5 metres.

In daily use, the difference mostly comes down to ergonomics. Apple is heavier and more industrial, while Samsung is slightly lighter and easier to hold.

Display: Samsung Introduces a New Kind of Privacy

Both phones feature enormous 6.9-inch displays with adaptive 120Hz refresh rates, making scrolling and animations smooth.

Apple is still using its ProMotion OLED panel, known for strong colour accuracy and brightness. The tech giant prioritises display calibration, ensuring photos and videos appear natural.

Samsung’s screen technology goes further this year.

The Galaxy S26 Ultra introduces the industry’s first built-in Privacy Display on a smartphone. Unlike traditional stick-on privacy filters, this feature is integrated directly into the screen.

When activated, the display controls how light spreads across pixels so the screen is clear for the user but becomes difficult to read from side angles. 

Samsung designed the feature for everyday situations like public transport, cafés and shared workspaces where people may glance at your phone.

Users can customise how the feature behaves. For example, it can automatically activate when:

• entering passwords or PINs
• opening sensitive apps such as banking tools
• displaying notifications

Samsung also provides different privacy levels. Partial Screen Privacy can hide specific elements such as notification previews, while Maximum Privacy Protection narrows the viewing angle further.

Apple focuses heavily on digital privacy inside the operating system, but Samsung’s approach protects what people physically see on your screen.

Performance: A19 Pro vs Snapdragon 8 Elite Gen 5

Both devices run on extremely powerful processors.

The iPhone 17 Pro Max is powered by Apple’s A19 Pro chip, built using advanced 3-nanometre manufacturing. Apple’s processors are known for strong single-core performance and excellent power efficiency.

Samsung’s flagship uses the Snapdragon 8 Elite Gen 5 Mobile Platform for Galaxy, a customised version of Qualcomm’s top-tier processor.

According to Samsung, the chip gives:

• 19% improvement in CPU performance
• 24% boost in GPU graphics performance
• 39% increase in AI processing performance

These allow the phone to handle demanding tasks such as gaming, video editing and AI features more smoothly.

Samsung also improved the phone’s thermal management to maintain stable performance over longer periods.

In use, both phones are extremely fast, but the difference is unlikely to be noticeable for everyday tasks, though heavy gaming and AI workloads may favour Samsung’s hardware.

Cameras: Samsung Focuses on Versatility

The camera systems on these devices take different approaches.

The Galaxy S26 Ultra includes:

• 200MP wide camera
• 50MP ultra-wide camera
• 50MP telephoto camera with 5× optical zoom
• 10MP telephoto camera with 3× optical zoom
• 12MP front camera

Samsung also widened the camera apertures to allow more light into the sensors. The result is improved low-light photography, even when zooming in.

Video recording has also been upgraded with APV, a professional-grade video codec designed to maintain high quality even after multiple edits.

Apple keeps its simpler but highly refined camera system:

• 48MP main camera
• 48MP ultra-wide
• 48MP telephoto

Where Apple holds strong is in video recording. iPhones still top the smartphone industry in stabilisation, colour consistency and cinematic video capture.

Samsung’s system provides more zoom and flexibility. Apple’s system tends to bring more reliable results for video creators.

Artificial Intelligence: Samsung Goes Further

Artificial intelligence is at the peak of the Galaxy S26 series.

Samsung’s phone integrates several AI agents, including Bixby, Gemini and Perplexity, allowing users to complete tasks using natural voice commands.

For example, booking a taxi can be as simple as asking the phone. The system searches for options, confirms details and completes the request.

Galaxy AI also powers tools such as:

• intelligent document scanning
• automated photo editing
• contextual assistance across apps

The idea is to reduce the number of steps required to complete everyday tasks.

Apple takes a more restrained approach, focusing on tightly integrated AI features inside iOS rather than multiple assistants.

Battery and Charging

Battery life is another area where both companies focus heavily.

The Galaxy S26 Ultra includes a 5,000mAh battery and supports 60W wired charging, allowing the phone to reach about 75% charge in roughly 30 minutes.

The iPhone 17 Pro Max likely contains the largest battery ever used in an iPhone, contributing to its reputation as Apple’s longest-lasting phone so far. The eSIM-only model comes with 5,088mAh, while the physical SIM models come with 4,823 mAh battery capacity.

However, Apple still charges more slowly than Samsung.

Both phones comfortably last a full day with heavy use, but Samsung has the advantage when it comes to fast charging.

Ecosystem: Apple Still Holds the Edge

Apple’s ecosystem is still one of its strongest advantages.

Devices such as Mac, iPad, Apple Watch and AirPods integrate seamlessly with the iPhone, allowing features like AirDrop, device continuity and instant file transfers.

Samsung’s ecosystem has grown as well. Galaxy phones work closely with Galaxy Buds, Galaxy Watch and Samsung tablets, and they integrate smoothly with Windows PCs.

However, Apple’s ecosystem is slightly more cohesive.

Five Things Samsung Does Better

1. More versatile camera system
2. Faster charging speeds
3. Built-in Privacy Display technology
4. More advanced AI tools
5. Higher zoom capabilities

Five Things Apple Does Better

1. Industry-leading video recording
2. Longer software support
3. More cohesive ecosystem
4. Excellent battery optimisation
5. Stronger app optimisation

Both the iPhone 17 Pro Max and Galaxy S26 Ultra represent the absolute peak of smartphone design in 2026.

Choose the iPhone 17 Pro Max if you want the best video recording, the most refined ecosystem and Apple’s long-term software support.

Choose the Galaxy S26 Ultra if you want cutting-edge hardware, powerful AI features and one of the most versatile camera systems available.

In the end, you’d discover Apple focuses on refinement and consistency, while Samsung focuses on innovation and experimentation. That competition enhances the entire industry forward.

For TECNO, Africa’s AI-driven technology brand, that idea of clarity is captured in one word, “Zoom”, which is more than a camera feature to the smartphone giant. It is a mindset: the ability to lock in, see better and move faster in a world where distractions are constant, and competition is fierce.

That philosophy is now shaping the brand’s first flagship release of 2026, the much-anticipated TECNO CAMON 50 Series, comprising the CAMON 50, CAMON 50 Pro and CAMON 50 Pro 5G,  is preparing to enter the Nigerian market in the coming days, and early conversations around the device suggest TECNO is positioning it as more than just another smartphone launch. 

Instead, it is presenting the CAMON 50 Series as a tool for a generation that wants to do more, create more and level up.

Anticipation has already started building following the announcement of the device’s pre-order window, which opened on March 2 and runs until March 15. 

With just a ₦10,000 reservation, early adopters can secure the opportunity to purchase the device at launch while unlocking exclusive benefits that include a 20,000mAh power bank, a Bluetooth speaker and an additional ₦20,000 discount at the point of purchase. 

In a market where value matters just as much as performance, it is the kind of incentive that naturally sparks interest, especially among Nigeria’s tech-savvy youth and ambitious professionals who are always on the lookout for devices that offer both capability and advantage.

Yet, beyond the launch offers and early buzz, the bigger conversation surrounding the CAMON 50 Series lies in how smartphones are increasingly becoming the backbone of everyday productivity in Nigeria. Walk into a buzzing co-working space in Lagos, a busy market in Aba or a logistics office in Kano, and the pattern is easy to see. 

Realtors are capturing property videos between meetings, vendors are updating WhatsApp catalogues on the move, event planners are documenting stage moments as they unfold, and content creators are editing and publishing directly from their phones. In this environment, speed and clarity are not luxuries; they are competitive advantages.

TECNO appears to be designing the CAMON 50 Series with exactly this reality in mind. While the CAMON line has traditionally been associated with strong camera performance and elegant design, early details suggest the new series is pushing that narrative further with deeper artificial intelligence integration. 

The device is expected to use AI not merely as a decorative feature on a specification sheet, but as a practical assistant that works quietly in the background to improve everyday interactions. 

From refining images and tracking motion intelligently to reducing the small digital frictions that slow people down during busy days, the technology is designed to make productivity feel seamless.

This matters in a country where the pace of work rarely slows down. Nigeria’s growing creator economy and entrepreneurial culture mean that people are constantly documenting, communicating and sharing in real time. A clearer image, a sharper zoom, or a faster way to retrieve a note can sometimes be the difference between capturing a moment and missing it entirely. 

In this sense, clarity becomes more than a technical feature; it becomes leverage. A device that helps people see better, respond faster and capture opportunities in the moment quickly becomes more than just a gadget but a partner. 

The CAMON 50 Series also appears to recognise that smartphones today exist at the intersection of functionality and identity. For many users, a phone is not only a work tool but also a statement of personal style and ambition. 

Early glimpses of the device hint at a design that aims to strike that balance, sleek enough to sit comfortably on the table during a pitch meeting, yet durable enough to handle the unpredictable nature of daily movement, outdoor activities and long workdays in environments where weather and power supply can be unpredictable.

As the official launch draws closer, the sense of anticipation around the CAMON 50 Series continues to grow. For a generation of Nigerians driven by ambition, creativity and the determination to build something meaningful, the promise of a device that combines intelligent performance with powerful imaging naturally resonates. 

The bigger story, however, may not just be about megapixels or processing power, but about how technology can quietly empower people to move faster, create more freely and stay focused on what truly matters.

For now, the countdown has begun. The pre-order window closes on March 15, and once the device officially launches, the early access benefits will disappear with it. 

In a country that thrives on momentum and opportunity, the CAMON 50 Series is arriving at a moment when many people are looking for tools that help them keep up with their ambitions and perhaps even zoom a little closer to the future they desire and are building.

Well over half of smartphones sold in the country are in the lower to mid-range segments, so much so that TECNO controlled 23.5% of the market around this time last year. 

Interestingly, TECNO still holds the largest share of any brand in 2026, far ahead of premium competitors. Samsung and Apple, while strong globally, held under 13% and 10% of the Nigerian market respectively. 

For many, owning a mid-range smartphone that functions like a flagship in Nigeria, is necessary for work, among other needs, and this is precisely the arena where TECNO, the country’s leading smartphone brand, refuses to leave anything to chance.

TECNO’s strategy, according to its marketing leadership, is rooted in “listening”. 

“Every device we produce is always an improvement in lifestyle. We take customer feedback 150% seriously,” said Olumide Yomi-Omolayo, marketing manager at TECNO.

That line captures the company’s approach. Before a phone exists, TECNO defines who it is for, what they earn, and what they are willing to give up. Research happens early, during launch, and long after the device reaches the street. “So we do before, when it comes, and then after.”

Feedback is not siloed. It moves across engineering, pricing, retail, and marketing, determining how devices are built, sold, and positioned. 

TECNO’s teams track income brackets, spending patterns, and economic shifts, using that data to decide what stays and what goes. The innovator’s approach shows a careful balancing act between affordability and functionality.

“What is important is that the compromise is fair,” Olumide explained.

This is where TECNO has started to unsettle competitors. In 2025, the company launched advanced on-device intelligence features into its Spark series, a category where such tools were previously absent or heavily limited. 

“The Spark 40 is the first mid-range device to offer AI features you won’t find elsewhere. If you’re looking for something similar, you’d usually have to pay N300k, N400k, or even N500k,” he explains.

In pushing features typically reserved for higher price tiers into more affordable phones, TECNO narrowed a gap that many consumers had accepted as permanent. It did not eliminate the difference between mid-range and flagship, but it made that difference less painful.

Design decisions follow the same logic. Slimmer devices, lighter builds, bolder colours, and even visual similarities to premium brands are not accidents. “All those designs are based on feedback.” As global brands go after trends, TECNO studies behaviour. 

When users ask for lighter phones, the hardware changes. When they want devices that look refined, form follows demand. Even colour choices are shaped by what customers respond to, not what looks good in a global campaign deck.

Growth, in this environment, is not just about attracting new buyers. TECNO enjoys high retention rates, with a significant portion of users returning to upgrade within the ecosystem, a rare achievement in Nigeria’s fiercely competitive mid-range market. 

“We have a very high retention rate here. People who are coming back because we take feedback.” Some customers upgrade every cycle. Others wait years, then return. Both are important. 

TECNO’s ecosystem strategy depends on trust built over time, the sense that the brand remembers what users asked for and acts on it.

That trust is now extending into software. “We’re very big on AI, indigenous AI features, features that are on our operating system, not even on Google.” 

The emphasis is important. These are not borrowed tools layered on top of Android, but are features built for local usage, running directly within TECNO’s system, designed for how people actually use their phones in Nigeria.

In a market where price limits ambition, TECNO has chosen a different path. It does not promise everything. It promises relevance.

Success, over the next few years, will show up in retention, in repeat buyers, and in how often competitors are forced to respond. 

In the mid-range smartphone sector, where margins are thin and loyalty is rare, TECNO believes that listening harder than everyone else is still the strongest advantage in Nigeria and beyond.