The smartphone market in the Middle East (excluding Turkey) experienced notable pressure and declines during the first half of 2026, with total shipments decreasing by 13% year-on-year.

Statistics from Omdia reveal a significant variation in manufacturers' performance, as most major brands suffered a contraction in their shipment volumes, while only a few managed to achieve positive growth.

First: Overall market performance in the first quarter of 2026, total shipments of smartphones reached 11.0 million units, recording a decline of 6% compared to 11.7 million units in the first quarter of 2025. This decline continued at a stronger pace in the second quarter of 2026, with shipments falling by 19% to 10.6 million units, compared to 13.1 million units in the same quarter of the previous year.

Second: Analysis of company performance (rise and fall), for Samsung, it maintained its market leadership despite fluctuations in shipment figures. In the first quarter of 2026, its shipments stabilized at 3.7 million units, achieving slight growth of 1% compared to the same period in 2025, raising its market share from 32% to 34%.

In the second quarter of 2026, however, its shipments declined by 7% to record 4.1 million units compared to 4.5 million units in the second quarter of 2025, yet its market share rose to 39%.

Among the major companies, Honor was the only brand to achieve exceptional growth. Its shipments rose by 35% in the first half of 2026, capturing a market share of 15% and becoming the second largest brand in the Middle East. In the first quarter of 2026, its shipments jumped by 73% to reach 2.0 million units (18% share) compared to 1.2 million units (10%) in the first quarter of 2025. In the second quarter of 2026, it reached 1.3 million units with a growth rate of 2%, stabilizing its market share at 13% compared to 10% in the second quarter of 2025.

Transsion (including Tecno, Infinix, and Itel) experienced a sharp decline in performance during the first half. In the first quarter of 2026, its shipments decreased by 32% to 1.3 million units (12%) from 1.9 million units (16%) in 2025. Its losses doubled in the second quarter of 2026 with a decline of 40%, as it reached 1.2 million units (11%) compared to 2.0 million units (15%) in the second quarter of 2025.

Xiaomi (including POCO) recorded the largest drop in figures among the top five companies. In the first quarter of 2026, its shipments fell by 28% to reach 1.2 million units (11%) compared to 1.6 million units (14%) in 2025. In the second quarter of 2026, the decline worsened to 50%, recording only 1.1 million units with a market share of 11%, down from 2.3 million units and a share of 17% in the same quarter of 2025.

Apple showed relative stability with minor changes in the first quarter of 2026, with shipments falling by 2% to 1.2 million units while maintaining a market share of 11%. In the second quarter of 2026, it achieved slight growth of 1%, with shipments of 1.1 million units, and its market share rose from 8% in the second quarter of 2025 to 11% in the second quarter of 2026.

As for other brands, their shipments declined by 25% in the first quarter of 2026 to 1.6 million units (a share of 14%) compared to 2.1 million units in 2025. In the second quarter of 2026, their shipments fell by 17% to 1.6 million units (a share of 15%) compared to 1.9 million units in the same quarter of 2025.

OMDIA research statistics show that the market is experiencing a general contraction that severely affects several companies, while Samsung and Apple maintain their shares with relative stability and less pronounced fluctuations, and Honor stands out as the only brand that has managed to go against the market trend, achieving clear positive growth rates and expanding its market share.