Middle East Smartphone Shipments Hit Six-Year High in Q2 2025

Smartphone shipments in the Middle East, excluding Turkey, surged 15 per cent year-on-year to 13.2 million units in the second quarter of 2025 — the region’s highest quarterly volume since mid-2019, according to market research from Canalys, now part of Omdia.

The rebound followed a sluggish first quarter and was driven by value-conscious consumers, festive season spending, and strong economic momentum, Canalys Principal Analyst Manish Pravinkumar said. The region’s growth outpaced all others globally, highlighting its position as a bright spot for the global smartphone industry.

Samsung Maintains Lead, HONOR Gains Ground
Samsung retained its top position with 4.5 million units shipped, a 39 per cent increase from the same period last year. Strong demand for its Galaxy A series 4G models and flagship S25 series underpinned the company’s growth.

HONOR recorded the fastest growth among major brands, nearly doubling its shipments to 1.3 million units. The company’s retail expansion in Gulf markets, AI-focused product features, and aggressive promotions helped drive this momentum.

Xiaomi shipped 2.3 million units, maintaining last year’s level, while TRANSSION saw a 13 per cent increase to 2 million units. Apple shipments held steady at 1.1 million units. Other brands saw their combined shipments fall 19 per cent to 1.9 million units.

AI Driving Consumer Interest
Pravinkumar emphasised that artificial intelligence is becoming a decisive factor in the region’s smartphone market. “AI needs to be the backbone in all vendors’ strategies in the Middle East, both to capture consumers’ interest, channel traction and business opportunities,” he said.

The UAE, Saudi Arabia, and Qatar are at the forefront of integrating AI into national strategies, helping position the region as a global AI hub. This trend is fuelling consumer demand for AI-enabled features, making them crucial for manufacturers seeking market share.

To succeed, Pravinkumar said, smartphone vendors must pair advanced AI capabilities — such as real-time translation, hyper-personalised recommendations, and instant content creation — with strong partnerships with content creators. These collaborations can help shape consumer preferences, boost brand engagement, and convert online influence into customer loyalty in an increasingly competitive environment.

With AI adoption accelerating and economic conditions favourable, analysts say the Middle East smartphone market is poised for continued growth, potentially setting new shipment records in the coming quarters.