Dubai, Riyadh – Smartphone shipments in the Middle East and Africa (MEA) region witnessed a remarkable surge, growing by 30% year-over-year (YoY) and 9% quarter-over-quarter (QoQ) in the final quarter of 2023, according to Counterpoint’s Market Monitor Service.
The MEA region demonstrated the highest YoY growth globally during this period, attributed to improved economic conditions and rebounding consumer demand.
For the entire year of 2023, smartphone shipments in the MEA region increased by 11% YoY, reflecting an upward trend in consumer sentiment marked by decreasing inflation and stabilization of local currencies. Vendors, managing high inventory levels, returned to a more sustainable position after successful execution of various sales events and substantial discounts throughout the year.
5G smartphone shipments in Q4 2023 experienced a significant 60% YoY growth, primarily driven by Samsung and Apple, as the technology’s availability broadened, and component prices declined. The MEA region saw a boost in 5G adoption due to aggressive efforts by Original Equipment Manufacturers (OEMs) introducing 5G technology in lower-price tiers, bridging the price gap between 4G and 5G chipsets.
In a surprising turn, TECNO achieved a remarkable 77% YoY growth in Q4, surpassing Samsung to claim the top spot in the MEA market for the first time. This success was attributed to TECNO’s performance in the <$150 price band, growing by 68% YoY, with models like the TECNO Pop 7 and Camon 20 Pro receiving positive responses from consumers.
Apple strengthened its position in the top five, experiencing a 26% YoY growth, driven by the popularity of its latest iPhone 15 series and older models. Apple’s success was further fueled by promotional offers and increased financing options. The company has also expanded its distribution channels in key markets like South Africa, Nigeria, and Kenya, forming partnerships to enhance its reach.
Highlighting the premiumization trend in the MEA region, senior analyst Yang Wang noted that brands such as Apple and Samsung significantly benefited. The iPhone has become a status symbol, contributing to Apple’s success. Samsung’s notable achievement in Q4 2023 was attributed to the launch of the Galaxy Z Flip 5 and Z Fold 5, resulting in a 51% YoY increase in sales in the >$600 range.
Transsion Group maintained its dominance as the region’s leading Original Equipment Manufacturer (OEM), capturing over 36% market share in Q4 2023 and 32% for the entire year. The group’s success was attributed to robust marketing campaigns and offering higher specifications in the affordable segment.
Xiaomi experienced a 49% YoY growth, driven by expanded product availability and geographic reach, with the Redmi 12 series contributing significantly. HONOR and Motorola also showed substantial YoY growth of 426% and 68%, respectively, in the region, expanding their product portfolios to cover various price points, particularly in the sub-$200 range.