HONOR has registered significant growth in the Middle East during the first quarter of 2026, climbing to the number two position in the region’s mid-to-high-end segment for the first time. According to a newly released report by market research firm Omdia, the brand captured a 24% market share in the $300–$500 price band, trailing just behind market leader Samsung.
The data highlights a shifting competitive landscape in the region’s mid-range sector, with HONOR posting a 130% year-on-year shipment growth compared to 1Q25, where it held a 14% share.
Mid-Range Market Shift
The Omdia report tracks smartphone shipment market share and volume growth for the $300–$500 price band in the Middle East across the first quarters of 2025 and 2026.
While Samsung maintained its top position with a 29% market share, it experienced a 5% decline in shipment growth within this specific price bracket compared to the previous year. Xiaomi moved to third place with a 23% market share, despite a modest 15% volume growth. Transsion also recorded notable momentum in the region, marking a 124% growth to capture 5% of the market.
Premium Expansion and International Shipments
Beyond the $300–$500 segment, HONOR reported steady performance in higher pricing tiers. In the $1,000 “accessible flagship” segment, the company stated that its new HONOR 600 series achieved double-digit growth, positioning it as a direct competitor to Samsung’s legacy Galaxy flagship models in several key markets.
Additionally, the brand revealed that international shipments for the HONOR X9d have surpassed 5 million units in the $500 price segment. The device has reportedly secured the top market share spot within its category across multiple regions, including Saudi Arabia, the United Arab Emirates, Malaysia, the Philippines, and Central America.
Looking ahead, the vendor aims to sustain its premium market trajectory with the upcoming global rollout of its next-generation foldable flagship, the HONOR Magic V6.