Omdia：2025年第三季度，中东智能手机市场同比增长23%，供应压力将使2026年增速放缓至1%

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reaching a shipment volume of 15.1 million units, driven by rising demand in the mass market as consumers upgrade from outdated or entry-level devices to mid-range 4G and budget 5G smartphones [2][3]. Market Performance - Market performance varies across the Middle East, with Saudi Arabia experiencing a slight decline of 2% due to prolonged summer holidays affecting retail activity, while the UAE saw a 13% increase driven by major promotions from retailers like Sharaf DG and Carrefour, as well as seasonal demand and new product launches [3]. - Iraq and other Middle Eastern countries continued strong growth, achieving increases of 41% and 70%, respectively, due to intensified manufacturer activities, stronger channel incentives, 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 A series models [3]. - Transsion experienced a significant rebound of 47%, attributed to TECNO's expanding influence in the low-price market and its appeal to a large number of expatriates in the Gulf region [3]. - Xiaomi's performance improved with a 35% year-on-year growth after restructuring channel relationships and increasing regional investments, including the opening of its first flagship store in Dubai [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 achieved a 14% growth after six consecutive quarters of fluctuations, supported by strong early sales of the new iPhone 17 series, reinforcing its leadership in the high-end market [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, particularly affecting the low average selling price (ASP) market [5]. - To maintain growth momentum, manufacturers will need to enhance channel interactions and introduce targeted incentives in the mass market price segments, while the mid-to-high-end market is expected to remain resilient, with Apple and Samsung driving upgrade demand through stronger ecosystem value and brand loyalty [5].