This was revealed in a new report from Counterpoint Research, as Apple led international brands with a 21% increase, while HONOR recorded an 83% peak, supported by strong inventory and early-year growth.

This shows that Chinese manufacturers still led the MEA market, with Samsung and Transsion holding large market shares through high volume shipments and strategic stock management.

The growth in Q4 was strongest at both the entry and premium ends of the market, with devices priced between $100 and $249 rising 28% year-on-year. This was driven by feature phone migration in Africa.

Phones above $700 jumped 46%, helped by consumer financing and trade-in programmes. High 5G adoption also contributed, with shipments of 5G devices surging 22% as operators expanded coverage in emerging markets.

Samsung posted 53% year-on-year growth, maintaining volume leadership over Transsion by front-loading lower-cost inventory ahead of rising market prices.

Xiaomi and Transsion saw declines of 14% and 4% respectively, as expensive components and global memory shortages hit production. HONOR’s strong growth came from leveraging existing stock and early-year demand, rather than market expansion alone.

The report noted that Q4 2025 may be the final growth quarter for the entry segment. The market is reaching the limits of low-cost component stocks, and memory price hikes are expected to slow shipments in 2026.

However, the premium segment is healthy, underpinned by financing options, trade-in programmes, and a strong appetite for high-end devices.

Strong 5G adoption is pushing premiumisation in both established and emerging markets, including Jordan, Iraq, Tunisia, Egypt, Morocco, and Sierra Leone.

While geopolitical challenges fluctuated through the year, the market stayed resilient thanks to steady oil prices, consistent purchasing power, and demand for modern technology.

The post HONOR Shipments Soar 83% as Apple Rises 21% in MEA Q4 2025, China Brands Still Lead appeared first on Tech | Business | Economy.

This follows several years of restrictions imposed by the United States.

The launch of the Pura 80 series stresses Huawei’s endless drive to regain its top position in its home market. 

Each new phone model from the firm is closely observed, serving as a measure of its technological strength and resilience against sanctions that severely disrupted its smartphone business. 

This vigour from Huawei has also awoken pressure on competitors, such as Apple, which has recently experienced a consistent decline in its Chinese market share, increasingly relying on price reductions to boost sales.

The new line-up, unveiled during a livestream event, places considerable emphasis on advanced camera capabilities and integrated intelligence features. 

Huawei’s consumer business unit head, Yu Chengdong, noted these innovations without detailing the internal processing chips.

The Pura 80 series comprises four distinct models: the Pura 80, Pura 80 Pro, Pura 80 Pro+, and Pura 80 Ultra. Pricing for the Pro series begins at 6,499 yuan (approximately £710), with its release scheduled for 14th June. 

The Pro+ model, also arriving on 14th June, starts at 7,999 yuan (around £875), while the Ultra variant, priced at 9,999 yuan (about £1,095), will follow on 26th June. The standard Pura 80 is expected in July.

A unique feature across the new phones is the XMAGE camera technology, which includes ultra-wide-angle and macro telephoto lenses. 

These cameras incorporate artificial intelligence to identify objects and offer relevant information, such as tourist guidance. Again, the Ultra model comes with enhanced camera capabilities with TCG triple-real-time fusion technology, expanding the dynamic range significantly. 

It is also the first phone in the industry to feature a dual-lens switchable telephoto system, increasing its optical range compared to earlier Pura models.

Beyond hardware, the Pura 80 phones run on HarmonyOS NEXT, Huawei’s proprietary operating system. This software promises an improved overall performance. The higher-end models come with large batteries, supporting both rapid wired and wireless charging.

Huawei’s aggressive research and development strategy underpins this launch. The company has invested 1.249 trillion yuan (around £136 billion) in R&D over the past decade, with 179.7 billion yuan (approximately £19.6 billion) allocated in 2024 alone. 

This financial commitment has been indispensable in overcoming challenges like securing advanced chipsets for its newer devices.

The release has generated public interest within China, with many viewing it as a demonstration of the company’s defiance against international sanctions. 

Discussions surrounding the Huawei Pura 80 dominated Chinese social media platforms on Wednesday. Public reaction, while varied, generally commended the sophisticated camera systems and sleek design, though some were unsatisfied with the pricing.

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