Smartphone Sales Surge in Middle East and Africa, Driven by Samsung and Tecno
The smartphone market in the Middle East and Africa (MEA) demonstrated remarkable resilience in the second quarter of 2025, experiencing a solid 3% year-over-year growth, according to Counterpoint’s Market Monitor service. This positive performance signifies the second consecutive quarter of expansion for the region, indicating a healthy rebound from previous challenges. The boost was primarily fueled by factors such as promotional activities during Eid al-Adha, improving economic climates within the region, and the strengthening of local currencies.
Market Dynamics and Key Players
Senior Analyst Yang Wang observed that the MEA smartphone market began 2025 with a strong recovery and is now stabilizing. The average selling prices (ASPs) are on the rise, increasing by 7% year-on-year as consumers increasingly opt for premium smartphone models. Notably, the market is also witnessing consolidation. Smaller brands are facing difficulties, while leading manufacturers are fortifying their market positions. They are doing so through product differentiation, strategic partnerships, and an increased presence in offline retail channels, a key strategy especially relevant for reaching consumers in African markets. Chinese brands collectively controlled a significant 59% share of the market in Q2 2025. However, global players like Samsung and Apple continue to maintain a strong foothold, particularly in the high-end smartphone segment. Samsung and Tecno’s leading positions highlight the diverse landscape and competitive nature of the smartphone market in the region.
In conclusion, the MEA smartphone market’s continued growth, driven by a blend of economic factors, strategic marketing, and consumer preference for premium devices, points towards sustained expansion in the coming quarters. The strategic moves of key players like Samsung and Tecno, coupled with the evolution of consumer purchasing patterns, will continue to shape the trajectory of this dynamic market.
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