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

Dubai: HONOR is the only smartphone brand to grown in the Middle East in H1 2026 even as the regional smartphone market faced a sharp slowdown, with total shipments falling 13 per cent year on year.

The Chinese smartphone brand's shipments rose 35 per cent during the first half of 2026, according to the latest data from research firm Omdia, making HONOR the only leading smartphone brand in the Middle East to record growth during the period.

The performance also pushed HONOR into second place in the regional smartphone market, as consumers became more selective amid a broader decline in shipments.

Market falls

The Middle East smartphone market shipped 13 per cent fewer devices in H1 2026 compared with the same period last year.

Omdia's data shows HONOR moving against the wider market trend, with its shipments increasing 35 per cent year on year.

The company had already recorded strong growth at the start of the year, with its Q1 2026 shipments up 73 per cent year on year across the Middle East. HONOR said its H1 performance highlights the strength of its growing presence across the region and its ability to expand despite difficult market conditions.

The company's H1 market share rose to 15 per cent, compared with 10 per cent in H1 2025, according to the Omdia data supplied by HONOR.

Second place

HONOR maintained its position as the Middle East's second-largest smartphone brand in Q2 2026.

Omdia's quarterly data shows the brand shipped 1.3 million smartphones in the second quarter, giving it a 13 per cent share of the regional market, compared with 10 per cent a year earlier.

The quarterly market was significantly smaller than a year earlier, with total shipments falling to 10.6 million from 13.1 million, a decline of 19 per cent.

Samsung remained the largest brand, with 4.1 million shipments and a 39 per cent market share in Q2.

Apple shipped 1.1 million devices, with an 11 per cent share, while Xiaomi and TRANSSION each accounted for 11 per cent of the market.

UAE focus

For UAE consumers, the figures point to a highly competitive smartphone market at a time when overall demand across the region has weakened.

HONOR said the Middle East remains a strategic priority and that its growth has been supported by continued investment in its product portfolio, retail presence and partnerships.

The company's portfolio spans smartphones, tablets, wearables, audio products and PCs.

It includes the mid-premium Number Series, the X Series and the premium Magic Series, allowing the brand to target different consumer segments.

HONOR also highlighted compatibility with Apple's iOS ecosystem, saying this enables smoother file sharing, collaboration and productivity between devices.

Q2 slowdown

The quarterly figures underline how difficult the wider market has become. Middle East smartphone shipments fell 19 per cent in Q2 2026 compared with Q2 2025.

Samsung shipments declined 7 per cent year on year, while HONOR was broadly stable in quarterly shipment volumes at 1.3 million devices.

The biggest declines among the named brands were recorded by Xiaomi, whose shipments fell 50 per cent, and TRANSSION, which dropped 40 per cent.

Apple was the only other major brand in the Q2 data to record growth, with shipments up 1 per cent. The figures exclude Turkey.

In response to the study, HONOR said its performance reflects growing demand for its products across different consumer segments.

The company said it is continuing to expand its product portfolio and retail presence while strengthening partnerships and bringing new products and technologies to the Middle East.

HONOR said the growth demonstrates its increasing relevance in the region and its focus on responding to the changing needs of Middle Eastern consumers.

The company also described the Middle East as a long-term strategic market, with continued investment in products, partnerships, retail and consumer-focused experiences.

With the overall smartphone market contracting, the latest figures suggest the competition for market share is becoming increasingly important for smartphone brands operating across the UAE and wider Middle East.