Festive demand, value-conscious buyers, and AI-powered features propel market growth, with Samsung, HONOR, and TRANSSION leading the charge.
Smartphone shipments in the Middle East, excluding Turkey, surged 15% year-on-year to 13.2 million units in Q2 2025 — the highest quarterly volume since Q2 2019 — according to research firm Canalys, now part of Omdia. The rebound followed a sluggish first quarter and was fueled by value-conscious consumers, festive season spending, and robust economic momentum.
“Value-for-money devices, combined with seasonal promotions, played a huge role in driving consumer purchases this quarter,” noted Canalys Principal Analyst Manish Pravinkumar. “The Middle East outpaced all other regions globally in shipment growth during this period.”
Samsung Leads with Flagship and Affordable Models
Samsung topped the market with 4.5 million units shipped, marking a 39% year-on-year increase. Demand for its Galaxy A series 4G models and flagship S25 series proved decisive.
HONOR posted the fastest growth rate among major brands, nearly doubling shipments to 1.3 million units — a 95% jump — thanks to retail expansion in the Gulf, AI-centric devices, and aggressive promotions.
Xiaomi held steady with 2.3 million units shipped, while TRANSSION brands (Infinix, iTel, and TECNO) grew 13% to reach 2 million units. Apple maintained stable performance at 1.1 million units. Shipments by other brands fell 19% to 1.9 million units.
AI as a Competitive Edge
Pravinkumar stressed that Artificial Intelligence is emerging as a crucial driver for brand strategies in the Middle East.
“The region is becoming a global AI hub, led by the UAE, Saudi Arabia, and Qatar, where AI is deeply embedded in national strategies,” he said. “To succeed, vendors must deliver advanced AI features like real-time translation, hyper-personalised recommendations, and instant content creation, alongside strong creator partnerships to build loyalty in a highly competitive market.”
Q2 2025 Middle East Smartphone Shipments (Excluding Turkey)
| Vendor | Shipments (mn) | Market Share | Shipments Q2 2024 (mn) | Market Share 2024 | Annual Growth |
|---|---|---|---|---|---|
| Samsung | 4.5 | 34% | 3.3 | 28% | 39% |
| Xiaomi* | 2.3 | 17% | 2.3 | 20% | 1% |
| TRANSSION** | 2.0 | 15% | 1.8 | 16% | 13% |
| HONOR | 1.3 | 10% | 0.7 | 6% | 95% |
| Apple | 1.1 | 8% | 1.1 | 10% | 1% |
| Others | 1.9 | 15% | 2.4 | 21% | -19% |
| Total | 13.2 | 100% | 11.5 | 100% | 15% |
* Xiaomi includes sub-brands Redmi and POCO.
** TRANSSION includes Infinix, iTel, and TECNO. Percentages may not sum to 100% due to rounding.
