What you need to know
- Honor is bucking the slowdown, with shipments jumping 35% in the Middle East even as the overall market fell 13%.
- Honor is also gaining across multiple regions: Shipments climbed 53% in Africa and 15% in Southeast Asia, with strong growth in Malaysia and the Philippines.
- Competitors like Xiaomi, Oppo, and Vivo suffered double-digit global shipment drops in Q2 due to their heavy exposure to budget segments hit by component costs.
While the smartphone market is getting squeezed from both sides, with weaker demand and rising memory costs, one Chinese phone maker seems to be finding room to grow across some of the industry’s toughest markets.
New data from market research firm Omdia finds the Middle East smartphone market fell 13% overall in the first half of 2026, but Honor grew its shipments 35% year-over-year. That raised its market share from 10% to 15%, keeping it in second place for a second consecutive quarter.
Globally, Counterpoint Research says Samsung reclaimed the smartphone lead in Q2 with a 24% share and recorded the strongest year-over-year growth among the top five brands. The Galaxy S26 series, especially the Ultra, helped cushion weaker demand for cheaper phones.
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Xiaomi, Oppo and Vivo haven’t had such a lucky run. All three saw double-digit shipment declines globally in Q2 due to rising memory costs that have hit their heavier exposure to entry-level and midrange phones, according to Counterpoint. Oppo and Vivo came in fourth and fifth places, while Xiaomi still had 12% of the global share.
Honor’s expansion is not confined to one region. Its shipments rose 53% in Africa in H1, while Southeast Asia grew 15% in a shrinking market. The brand also ranked as the fastest growing major vendor in Malaysia and the Philippines in Q2.
An important exception is Huawei. Counterpoint says its Q2 shipments in China rose 24%, giving it a 23% market share and the top spot. Apple also gained 23% in China, showing that premium phones are holding up better than the broader market.
Honor is also leaning hard into that same premium trend. IDC reported that in Q2 it captured 53% of the foldable market in Malaysia, 67% in Singapore, and an incredible 89% in Hong Kong.
That makes Honor’s 9% global H1 shipment growth all the more interesting: it was the only Chinese Android manufacturer among the top brands to post year-over-year growth, according to IDC.
The trick now is to sustain that momentum amid ongoing memory shortages and rising component prices that continue to squeeze the industry.