Samsung retains Q2 Middle East lead despite big decline in shipments

Smartphone shipments have declined considerably across the globe so far this year. The numbers paint a similar picture when broken up by region.

A new report highlights that smartphone shipments in the Middle East declined by 19% in Q2 2026 compared to Q2 2025, with 10.6 million units being shipped. This was the sharpest decline for the region since Q4 2025.

The reasons for this decline are quite familiar. Price hikes driven by the AI memory boom are to blame, in addition to the geopolitical uncertainty that has gripped the region since February this year.

Samsung saw its Middle East shipments drop by 7% in Q2 2026 but despite the decline, it still retained the top spot with a 39% market share. It strategy struck a delicate balance between the Galaxy A series, which drives considerable volume, and the Galaxy S26 series which drives profitability.

Apple was an outlier, as it was able to grow its shipments in the region by 1% compared to the same period last year. Continued resilience in the premium segment as well as its ecosystem strength enabled it to better face the market pressures.

Looking ahead, Omdia projects that brands will prioritize profitability and revenue over sheer volume and market share growth, as doing this has become extremely important due to the challenging operating environment not just in the region but globally.