Smartphone shipments in the Middle East and Africa (MEA) region declined 11% YoY and 5% QoQ in Q3 2024, according to Counterpoint. Persisting economic challenges likely put pressure on the market, while brands took a pause after intense levels of competition during the first half of the year.

As sales of budget smartphones slow in Q3 2024, the average selling price (ASP) of smartphones in the MEA region increased by 10% YoY, driven by growing demand for premium models ($400 and above), especially from Apple and Samsung. Consumer preference for advanced features like better cameras, displays and 5G is aligning with those from more advanced markets. 

Apple grew 12% YoY, driven by the launch of the iPhone 16 series, whose sales momentum remained similar to last year’s models. However, weaker sales of older iPhone models caused overall growth to plateau. Apple is expected to continue to improve product availability and implement targeted promotions to drive demand in the region in the coming years.

It should be noted that four of the top six smartphone companies presented on the chart above are Chinese companies.