During the second quarter of 2025, the Middle East witnessed a robust 15% year-on-year growth in smartphone shipments, reaching a total of 13.2 million units. In the competitive landscape, Samsung emerged as the clear leader with a 28% market share, closely followed by Xiaomi at 20%. Transsion secured the third position with 16% of the market. Honor's performance was particularly noteworthy, achieving a 95% year-on-year surge in shipments and capturing a significant 10% market share. Meanwhile, Apple maintained a stable presence, while other brands collectively experienced a decline. Amidst this dynamic environment, AI features have become a key battleground for manufacturers, with Xiaomi's AI-powered imaging flagship models gaining traction and Samsung fostering collaborations with local creators to bolster its marketing strategies. Looking ahead, manufacturers must prioritize enhancing AI experiences and tailoring channel services to meet the evolving needs of the region.