The latest statistics from Canalys (now part of Omdia) shows that the smartphone market's momentum slowed in Q4 2024, with shipments rising by only 3% year on year to 12.5 million units, following a 29% surge in the first half of the year.

Saudi Arabia’s smartphone market grew 6% year on year in Q4 2024, down from earlier double-digit gains in the first half of the year. The UAE’s smartphone market too saw modest 4% growth, driven by aggressive promotions.

Meanwhile, Iraq’s smartphone market fell 4% due to rising inflation and unemployment, dampening demand. In contrast, Kuwait and Qatar witnessed strong growth at 19% and 15%, respectively, driven by record consumer spending in Kuwait (+4.4% year on year) and Qatar’s tourism-driven retail boom.

Apple retained its 15% market share in the premium segment, though its ASP dipped 6%. With Saudi Arabia as a key focus, Apple is expanding its retail and online presence to tap into the region’s growing demand for high-end devices in 2025.”

Yet lower-end smartphones from TRANSSION and Xiaomi are putting pressure on Apple as the chart below proves out. That could change going forward with Apple releasing their reinvented iPhone SE 4 (or iPhone 16E) later this morning. This will give Apple a tremendous boost in the Middle East and all Emerging Markets.

(Click on Chart to Enlarge)

Canalys Senior Analyst Manish Pravinkumar: “Samsung’s ASP soared 27% to US$487, fueled by a 54% year-on-year surge in demand for the AI-powered Galaxy S24 series. This growth was driven by early AI adoption, aggressive marketing and enticing trade-in offers from retailers like Emax in the UAE. The demand for S24 is expected to stay strong in 2025, while the latest Galaxy S25 series will push AI-first capabilities further, with deeper ecosystem integration and more natural user interactions.” 

Annually, Apple was noted as being a distant fourth place in the Middle East in 2024.