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In the first quarter of 2026, smartphone shipments in the Middle East (excluding Turkey) declined by 6% year-on-year, totaling 11 million units. The market downturn was primarily driven by weak retail sales momentum, reduced consumer purchasing intent, rising global memory costs leading to higher smartphone prices, limited room for promotions, and geopolitical tensions at the end of the quarter that disrupted supply chains and undermined consumer confidence. In terms of vendor performance, Samsung led the market with a 34% share, while Honor surged 73% year-on-year to secure second place for the first time. Transsion and Xiaomi saw shipments decline by 32% and 28%, respectively, due to competitive pressures in the entry-level segment. Apple maintained stability in the premium market. Omdia forecasts a 22% annual decline in shipments for the market in 2026.
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