Samsung Grows In MEA In Q1 2026 While Rivals Struggle

Samsung extended its lead in the Middle East and Africa (MEA) smartphone market in Q1 2026, even as the broader industry lost momentum. According to Counterpoint Research, total shipments declined 7% year on year, but Samsung bucked the trend, growing its market share from 23% to 27%. That’s a solid showing in what’s turning into a tricky market.

Rising costs and conflict weigh on MEA smartphone market in Q1 2026

Several headwinds dragged the market down. Rising memory costs pushed phone prices higher, while ongoing regional tensions drove logistics expenses up sharply. In short, conditions weren’t exactly favorable. Consumers are feeling the squeeze, and brands that depend on ultra affordable devices are starting to feel the pressure.

Samsung, however, managed to stay ahead of the curve. Its shipments grew 19% year on year, supported by stable pricing and healthy inventory levels. The timely launch of the Galaxy S26 series also helped, as demand for premium phones held steady. Even in uncertain times, buyers haven’t completely turned their backs on flagship devices.

Other brands weren’t as lucky. Companies like Transsion and Xiaomi faced supply constraints, with some channels reportedly running dry. The entry level segment, especially the $50 to $99 bracket, took a major hit with shipments dropping 41%. When costs climb, the budget segment is usually the first to take a knock, and this cycle is proving no different.

There’s still a silver lining. Premium demand remains relatively resilient, with Apple also posting strong growth and reaching 8% market share. Meanwhile, 5G and AI ready smartphones continue to gain traction across the region. If anything, the current slowdown could push the market further toward higher end devices over time.