Smartphone shipments within the Center East and Africa (MEA) area elevated 26% year-over-year (YoY) and 9% quarter-over-quarter (QoQ) in quarter 4 (This autumn) of 2023, in accordance with the most recent analysis from Counterpoint Analysis.
Globally, MEA was the area exhibiting the best YoY progress throughout the quarter, pushed by bettering financial situations and rebounding shopper demand. Apple additional solidified its place within the high 5, with iPhone gross sales rising 26% YoY.
Counterpoint says this success was primarily because of the recognition of its newest iPhone 15 sequence along with its older sequence, pushed by promotional provides and elevated financing choices. What’s extra, Apple has begun establishing distribution channels in key markets like South Africa, Nigeria and Kenya, forging partnerships with operators and key distributors to increase its attain.
“Premiumization has considerably favored unique tools producers comparable to Apple and Samsung,” says Counterpoint Senior Analyst Yang Wang. “Being an aspirational model for a lot of within the area, iPhone has change into a standing image throughout MEA nations. Samsung additionally loved notable success in This autumn 2023 with the launch of the Galaxy Z Flip 5 and Z Fold 5, leading to a 51% YoY leap in its gross sales within the >$600 vary.”
For the total yr of 2023, MEA shipments grew 11% YoY as shopper sentiment steadily improved by way of the yr with lowering inflation and stabilizing native currencies. Distributors, which had been sitting on excessive ranges of stock, returned to a extra manageable footing after efficiently executing a number of gross sales occasions and hefty reductions throughout the yr, in accordance with Wang.
