Counterpoint：2025年Q2中东非地区智能手机出货量同比增长3%

Core Insights - The smartphone shipment volume in the Middle East and Africa is projected to grow by 3% year-on-year in Q2 2025, marking the second consecutive quarter of growth driven by Eid al-Adha sales, regional economic improvement, and stronger consumer purchasing power supported by local currency [1][2] Industry Overview - The average selling price (ASP) of smartphones in the region increased by 7% year-on-year, indicating a shift towards higher-end models among consumers [2] - The market is experiencing accelerated consolidation, with smaller brands facing pressure while leading players strengthen their positions through differentiated products, ecosystem partnerships, and broader offline coverage [2] Market Trends - Demand is diversifying across different price segments, with the entry-level segment (under $100) expanding further and maintaining the largest market share due to increased supply, financing options, and the migration from feature phones to smartphones [2] - The $200–$299 price segment is losing market share to higher-priced models, which are experiencing the fastest growth [2] 5G Adoption - The penetration rate of 5G smartphones in the region reached 37% in Q2 2025, with strong demand for affordable 5G models under $100 from brands like TECNO, OPPO, and itel [7] - The $200–$599 price range also saw robust demand, accounting for 56% of the market share, driven by investments and economic initiatives in countries like South Africa, Egypt, and Kenya [7] Key Brand Performance - Transsion Group leads the market with a 26% share, primarily driven by TECNO, Infinix, and itel, with TECNO holding a 17% share due to effective marketing and strong distribution [10] - Samsung achieved a 1% year-on-year growth, benefiting from its A series and strategic partnerships, despite a significant reduction in its model offerings [10] - Xiaomi's shipment volume grew by 9%, but its reliance on low-cost models led to an 8% decline in ASP, indicating a cautious strategy amid aggressive competition [11] - Apple experienced a 28% year-on-year growth, supported by expanded channel penetration and strong demand for its iPhone 16e, particularly in the GCC market [11]