HONOR grows 35% in Middle East as smartphone shipments fall 13% in H1 2026

Dubai witnessed a surprising growth in HONOR smartphone shipments in the first half of 2026, despite a significant decline in the overall Middle East smartphone market. According to Omdia research, HONOR's shipments surged by 35% year on year, marking it as the sole leading brand in the region to record growth during this period. The Middle East smartphone market, however, saw a 13% drop in total shipments compared to the same period in 2025.

HONOR's performance propelled it to the second spot in the regional market, with its shipments reaching 1.3 million units in the second quarter of 2026, giving it a 13% share of the market. This growth rate is a stark contrast to the 19% decline in the total market, as Samsung, Apple, and Xiaomi also reported decreased shipments. The figures, which exclude Turkey, highlight the challenges faced by the broader market, with Xiaomi and TRANSSION experiencing the most significant declines of 50% and 40%, respectively.

HONOR's leadership in the Middle East market is attributed to its strategic investments in product development, retail presence, and partnerships, along with its growing AI imaging and 5G performance capabilities, especially with the introduction of the HONOR Magic8 Pro. The brand's portfolio, which includes smartphones, tablets, wearables, audio products, and PCs, caters to various consumer segments, including those using Apple's iOS ecosystem.

HONOR's growth in the region underscores its increasing relevance and focus on meeting the evolving needs of Middle Eastern consumers amidst a contracting overall smartphone market.