In Q4 2024, the MEA smartphone market fell 6%, mainly due to weaker comps than the year-ago period, inventory build-up and underwhelming performance in the lower segment. However, OEM activity remains high, with increasing competition and the return of Chinese OEMs.
TECNO became the top OEM in Q4 2024 due to an expected rebound in the lower segment during the Christmas shopping season. Samsung’s sales dropped mainly due to a pivot towards the high and the premium end. Although Xiaomi remained successful, the brand’s growth momentum is plateauing. The Transsion Group brands continue to be troubled by inventory and component cost issues and are facing stiff competition from Chinese OEMs, such as realme and HONOR. Meanwhile, Apple rebounded as the iPhone 16 launch was off to a good start.
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Yang is a Senior Research Analyst at Counterpoint Research, based out of London. Yang has 10 years of work experience with particular interest in mobile devices, ecosystems, Emerging Markets, supply chain and macro topics that affect the global technology industry. As a tech analyst he has been quoted extensively by leading financial and media outlets. Yang started his career as a management trainee at Jardine Matheson, worked in business development at a SaaS startup, and most recently held marketing and research roles at KaiOS Technologies. Yang holds a Master of Science in Management from London Business School, and a Master of Science in Psychology from the University College of London.
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