In a historic move, Tecno achieved a 77% YoY growth, surpassing Samsung to become the leading smartphone vendor in the MEA region for the first time in Q4 2023. Tecno secured a 20% market share versus Samsung’s 18% during this quarter. Although Samsung recovered to hold a 22% market share for the full year, Tecno’s success, particularly with models like Pop 7 and Camon 20 Pro, reflects its dominance in the African market. Xiaomi and Infinix captured 11% and 9% market share, respectively.
The Middle East and Africa (MEA) smartphone market experienced an outstanding 30% YoY growth in Q4 2023, marking the highest globally during this period, as per Counterpoint Research. Economic recovery and rising consumer demand in the region fueled this growth, leading to an overall 11% YoY increase in smartphone shipments for the entire 2023. Factors such as stabilized local currencies, reduced inventory through sales, and discounts enhanced consumer confidence.
Improved infrastructure
Senior Analyst Yang Wang notes that MEA’s strong momentum since Q2 2023, coupled with digital service proliferation, infrastructure projects, and expanding service sectors, contributed to the region’s remarkable growth. Notably, 5G adoption soared, with shipments growing 60% YoY in Q4 2023, thanks to lower 5G device prices and aggressive marketing in lower price ranges.
Apple still growing presence
Apple strengthened its presence in key African markets, achieving a 7% market share in the MEA region in 2023, up from 5% the previous year. Apple’s focus on establishing iPhone supply chains and offering promotional deals and financing options contributed to its growth. The MEA-wide trend of premiumization is evident as consumers increasingly opt for high-end devices from Apple and Samsung.
