2025年Q2中东非智能手机出货量同比增长3%，由5G普及与高端需求驱动

Core Insights - The smartphone market in the Middle East and Africa (MEA) experienced a 3% year-on-year growth in Q2 2025, marking the second consecutive quarter of growth driven by Eid al-Adha sales, economic recovery, and improved consumer purchasing power supported by stronger local currencies [4][7][8] - The average selling price (ASP) of smartphones increased by 7% year-on-year, indicating a shift towards higher-end models among consumers [5][7] - The market is witnessing consolidation, with smaller brands facing challenges while leading players strengthen their positions through differentiated products and broader offline coverage [5][12] Market Performance - The smartphone market in MEA saw a 3% year-on-year increase in Q2 2025, supported by channel activities and affordable 5G models [7][8] - The 5G penetration rate reached 37%, with demand for affordable models under $100 driving sales, particularly in Nigeria [8] - The $200–$599 price segment accounted for 56% of the market, reflecting strong demand in this range [8] Brand Analysis - Transsion Group led the market with a 26% share, driven by TECNO's strong distribution and effective marketing [12] - Samsung achieved a 1% year-on-year growth, benefiting from its A series and AI-driven marketing strategies [12][13] - Apple saw a significant 28% increase in shipments, driven by strong promotions for the iPhone 16e and high-end demand [13] Consumer Trends - Consumers are increasingly favoring models with advanced features such as AI translation, 5G connectivity, and high-refresh-rate displays [5][8] - The entry-level price segment (under $100) continues to expand, maintaining the largest market share due to increased supply and financing options [5][8] - Many consumers are waiting for festive discounts to secure better prices, indicating a price-sensitive market [5]