Group 1 - Global smartphone shipments are projected to see a slight year-on-year increase of 2% in Q2 2025, marking the second consecutive quarter of growth, primarily driven by contributions from North America, Japan, and Europe [1] - The first quarter's shipment disruptions due to tariff concerns have started to ease in the second quarter, although markets like China and North America still face some impacts, leading to inventory buildup in North America [1] - Entry-level and budget 5G devices are gaining traction in emerging markets, while high-end demand remains stable in mature markets [1] Group 2 - Samsung retains the top position in the global smartphone market with an 8% year-on-year increase in shipments in Q2 2025, supported by strong performance from the A series and foldable AI-driven products [1] - Apple ranks second with a 4% year-on-year increase in shipments, driven by preemptive demand in North America due to anticipated tariff impacts and strong performance in India and Japan [1] - The iPhone 16 and iPhone 15 series continue to see stable demand, and the upcoming iPhone 17 series is expected to maintain momentum in the second half of the year [1] Group 3 - Vivo and OPPO rank fourth and fifth respectively, showing stable performance in the mid-range market and signs of recovery in overseas markets such as Latin America and the Middle East and Africa (MEA) [2] - OPPO solidifies its leading position in the entry-level market with strong performance from the A5 Pro, while Vivo benefits from events like China's "618" shopping festival and strong performance of its Y and T series in the Indian mid-range market [2] - Motorola experiences a 16% year-on-year increase in shipments, becoming one of the fastest-growing major brands, driven by high demand in India and expansion in the North American prepaid market [2]

Core Insights - The smartphone shipment volume in the Middle East and Africa is expected to grow by 7% year-on-year in Q1 2025, marking the first positive growth after two consecutive quarters of decline [1] - Strong demand during Ramadan and Easter, expanded device supply, and moderate inflation have driven consumer spending in the region [1] Market Dynamics - The smartphone market in the Middle East and Africa is entering an adjustment phase in 2024, with brands focusing on clearing old inventory and reducing new product launches, leading to a decrease in active brands [6] - Despite the adjustment, the market is expected to see a strong recovery in early 2025 due to improved supply and the release of pent-up demand, particularly for budget models under $100 [6] - High-end smartphones priced above $800 continue to show robust growth, indicating a persistent trend towards premiumization [6] 5G Adoption - The 5G adoption rate in the region has slightly increased, reaching a market share of 33% in Q1 2025, with brands like Samsung, Xiaomi, and HONOR leading the growth in the $400 to $499 price segment [6] - The reduction in 5G component costs and significant investments from African operators, along with government digitalization efforts, have contributed to the proliferation of 4G and 5G infrastructure [6] Display Technology - The penetration rate of OLED displays reached 42% in Q1 2025, driven by consumer demand for vibrant colors, better contrast, and energy efficiency [7] - Smartphones with screens larger than 6.5 inches are increasingly popular, as users prefer high-resolution displays for enhanced viewing experiences [7] Brand Performance - Samsung maintained its market leadership with a 15% year-on-year increase in shipments, streamlining its product offerings from 103 to 76 models to focus on higher quality [12] - Transsion holds a 32% market share in the region, up from 29% last year, with TECNO achieving a 31% growth rate due to strong promotions in the mid-range market [12] - Xiaomi's shipments decreased by 2%, but its LTE smartphones saw a 27% year-on-year growth, primarily in the low-end market [13] - Apple experienced a 4% increase in shipments, with its market share rising to 6%, driven by the strong performance of the new iPhone 16e in price-sensitive markets [13]