Omdia：2025年第三季度中东智能手机市场同比增长23%

Core Insights - The Middle East smartphone market (excluding Turkey) is expected to rebound significantly in Q3 2025, with a year-on-year increase of 23%, reaching a shipment volume of 15.1 million units, driven by rising demand in the mass market as consumers upgrade from outdated or entry-level devices to mid-range 4G and budget 5G smartphones [1][3]. Market Performance - Saudi Arabia, the largest market in the region, experienced a slight decline of 2% in Q3 2025 due to prolonged summer holidays affecting retail activity and delaying consumer upgrade cycles [3]. - The UAE saw a year-on-year growth of 13%, benefiting from significant promotional activities by major retailers and seasonal demand [3]. - Iraq and other Middle Eastern countries continued strong growth, achieving increases of 41% and 70%, respectively, driven by enhanced manufacturer activities and stable replacement demand in the entry-level market [3]. Manufacturer Performance - Samsung maintained its leading position with a 22% year-on-year growth, driven by early launches of the Galaxy A17 4G/5G series and strong sales of the A series [3]. - Transsion achieved a notable rebound of 47%, attributed to TECNO's expanding influence in the low-price market [3]. - Xiaomi reported a 35% year-on-year growth, supported by restructuring channel relationships and increased regional investments [3]. - HONOR led the region with a remarkable 128% year-on-year increase, benefiting from an expanded product portfolio and closer partnerships with operators and retailers [3]. - Apple experienced a 14% growth after six quarters of volatility, bolstered by strong early sales of the new iPhone 17 series [3]. Future Outlook - Omdia forecasts that growth in the Middle East smartphone market will slow to a moderate 1% in 2026, down from 13% in 2025, due to rising component costs and supply constraints [5]. - The average selling price (ASP) remains weak as manufacturers prioritize entry-level product shipments [5]. - To maintain growth momentum, companies need to enhance channel interactions and implement targeted incentives in the mass market price segment [5].