A major reshuffle in the Middle East smartphone market in Q1 2024: shipments of Honor and other brands surge, while Apple and Samsung decline

News on June 17, according to the latest report from market research organization Canalys, smartphone shipments in the Middle East (excluding Turkey) increased significantly in the first quarter of 2024, totaling 12.2 million units, a year-on-year surge of 39% . In this growth trend, Honor, Transsion and Xiaomi have become bright spots, leading the market with astonishing year-on-year growth rates of 209%, 194% and 132% respectively.

Specifically, although Samsung still ranks first in the market, its shipments fell by 17% year-on-year to 3.1 million units, with a market share of 25%. Transsion mobile phones sold 2.7 million units, a year-on-year increase of 194%, and its market share reached 22%, jumping to second place. Xiaomi followed closely behind, with shipments increasing 132% year-on-year to 2.3 million units, with a market share of 19%, ranking third.

According to the editor’s understanding, Apple’s shipments in the region dropped 14% year-on-year to 1.2 million units, and its market share dropped to 9%, ranking fourth. . Honor, on the other hand, has a shipment volume of 800,000 units, a year-on-year growth of 209%, and a market share of 7%. Although it ranks fifth, it has strong growth momentum.

Analyst Manish Pravinkumar pointed out that Samsung’s low-end and mid-range A series models have declined in sales, but its high-end Galaxy S24 series, especially the Galaxy S24 Ultra has become a sales highlight, accounting for 66% of the series' sales. Apple is also facing a similar situation, iPhone 15 Pro and iPhone 15 Pro Max’s sales share increased, pushing up Samsung and Apple’s average selling prices in the region.

The report also specifically mentioned that Xiaomi’s Redmi Note The 13 series performed outstandingly in the Middle East market, ranking third in sales volume. Transsion has rapidly expanded in the Middle East with its Infinix series, while Honor has focused on the Saudi Arabian market by launching products in multiple price ranges and successfully ranked among the top five in terms of shipments. At the same time, Motorola is also negotiating with retailers in Kuwait with the intention of entering the Middle East market.

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