By Àkànní Olúwaségún Michael
In an unending battle for supremacy, Apple has recorded a stronger growth rate than Samsung in the Middle East and Africa (MEA) smartphone market during the first quarter of 2026.
This is even as both brands expanded their market shares despite a broader industry slowdown triggered by rising memory prices and regional conflicts.
According to Counterpoint Research’s latest Market Monitor report, smartphone shipments across the MEA region declined 7% year-on-year in Q1 2026, marking the first quarterly contraction after a strong performance in 2025.
The decline was driven by escalating smartphone prices, supply constraints linked to the global memory crisis, and growing geopolitical tensions in the Middle East that pushed shipping and logistics costs higher.
“The decline was due to increasing prices stemming from the memory crisis, as well as the regional conflict in the Middle East, which led to skyrocketing shipping prices and weakened market performance in several countries,” the research firm stated.
Despite the market downturn, Apple emerged as one of the quarter’s strongest performers, posting a 33% year-on-year increase in shipments, significantly outpacing Samsung’s 19% growth.
The performance allowed Apple to gain additional market share in a region where premium smartphone demand continues to strengthen.
iPhone 16 Series Helps Apple Capture Premium Demand
Apple’s growth was supported by continued demand for the iPhone 16 family, including the iPhone 16, iPhone 16 Pro and iPhone 16 Pro Max, which remained popular among consumers in the Gulf Cooperation Council (GCC) markets.
The company also broadened its reach with the launch of the iPhone 16e in February 2026, introducing a more affordable option within its latest-generation lineup.
The device was widely viewed as an attempt to attract consumers seeking access to Apple’s ecosystem at a lower entry price, while still benefiting from the company’s artificial intelligence and software capabilities.
Counterpoint noted that the region’s premiumisation trend remained intact despite the broader market weakness, creating favourable conditions for brands operating in higher price segments.
The report showed that AI-capable smartphone shipments rose 64% year-on-year during the quarter, while 5G smartphone shipments increased by 42%, highlighting sustained demand for advanced devices.
Samsung Maintains Market Leadership
Although Apple recorded faster growth, Samsung retained its position as the region’s largest smartphone vendor by shipment volume.
The company grew shipments by 19% year-on-year, supported by stable pricing, stronger inventory availability and a broad product portfolio that reduced its exposure to supply challenges affecting several competitors.
Samsung also benefited from the launch of its flagship Galaxy S26 series during the quarter, with the premium lineup helping reinforce demand across both Middle Eastern and African markets.
Counterpoint said Samsung’s inventory strength gave it an advantage over many Chinese smartphone brands, some of which struggled with product shortages and reduced retail availability.
The overall market contraction was concentrated in the budget smartphone segment, where shipments in the $50-$99 price category plunged 41% year-on-year.
According to the report, the segment was most exposed to rising component costs and weakening consumer purchasing power across the region.
The impact was particularly severe for manufacturers focused on lower-priced devices, including Transsion-owned TECNO and itel, as well as Xiaomi, with some retailers reporting empty shelves and limited stock availability.
Chinese smartphone maker HONOR recorded the fastest growth among major vendors, with shipments surging 154% year-on-year. Although the company grew from a relatively low base, the performance highlights its expanding footprint in the increasingly competitive MEA smartphone market.
In contrast, several Chinese smartphone manufacturers experienced significant declines. Xiaomi’s shipments fell by 22 per cent year-on-year, while brands under Transsion Holdings faced inventory shortages and weaker sales in parts of the region.
Although Tecno and itel continued to maintain strong positions across Africa, their primary market, Infinix recorded a 23 per cent decline in shipments during the quarter.
The report also highlighted changing consumer preferences, with demand increasingly shifting toward more advanced mobile technologies.
Shipments of 5G-enabled smartphones rose by 42 per cent year-on-year, supported by expanding network infrastructure and government initiatives aimed at phasing out legacy 2G and 3G networks to free up spectrum for faster connectivity.
Similarly, AI-capable smartphones recorded a 64 per cent increase in shipments during the quarter, reflecting growing consumer interest in artificial intelligence-powered mobile experiences.
However, Counterpoint Research noted that most of the growth in AI-enabled devices remains concentrated in the premium segment, particularly smartphones priced above $400, limiting access for lower-income consumers across many African markets.
The report further warned that broader economic conditions could continue to pressure smartphone demand in the coming months.
“On the macro side, rising layoffs and corporate downsizing are pushing unemployment higher in the GCC’s premium markets, while spikes in fuel and logistics prices are adding another layer of cost on consumer goods prices across the region,” Counterpoint stated.
More Pressure Expected in Q2
Looking ahead, Counterpoint expects the MEA smartphone market to remain under pressure in the second quarter as elevated memory prices, regional conflicts and economic uncertainty continue to weigh on consumer spending.
The research firm warned that the effects of the memory crisis could increasingly spread beyond entry-level devices into higher price segments, while the absence of major sales-driving events may further dampen demand.
Nevertheless, growing adoption of 5G technology, AI-enabled smartphones and premium devices is expected to continue supporting vendors such as Apple and Samsung, even as the broader market navigates a challenging operating environment.
