5G smartphone growth continued for the second quarter running in Africa with South Africa, Kenya and Egypt leading the way.
Sales in South Africa were boosted by MTN and Vodacom’s investments and tax reforms, in Egypt due to IMEI whitelisting and local production, and in Kenya by the country’s mobile-first economy driven by M-Pesa and micro-lending partnerships that enable buyers to get phones on credit.
Generally, Africa’s smartphone market continued its rebound in the second quarter of 2025, with shipments growing 3% year-on-year, according to new data from Counterpoint Research. This was a percentage higher than the global rate of 2%.
Improved economic conditions, stronger local currencies, and festive sales around Eid al-Adha boosted consumer spending, while the availability of affordable 5G phones fueled demand across the continent.
Best Selling Smartphones in Africa 2025
Samsung retained its lead, capturing the largest share of shipments and recording 1% growth compared to last year. The South Korean giant leaned on its popular A-series, flexible financing models, and AI-driven marketing campaigns to strengthen its footprint.
Trade-in programs and partnerships with local retailers also helped keep Samsung ahead, particularly in mid-range segments where affordability and reliability matter most to African buyers.
Transsion Group—parent company of TECNO, Infinix, and itel—remained the biggest challenger, with a combined 26% market share.
TECNO drove most of the momentum, commanding a 17% share through its expansive distribution network and feature-rich, competitively priced devices.
Infinix grew 14% year-on-year, winning over younger consumers with stylish designs, powerful cameras, and dual-SIM support tailored for African users.
However, itel, traditionally dominant in the entry-level segment, struggled due to weak positioning and supply chain challenges.
On the premium side, Apple recorded the strongest growth, surging 28% year-on-year. Aggressive promotions of the iPhone 16e, combined with financing options and rising appetite for high-end devices in Gulf and North African markets, drove shipments higher. The anticipation for the iPhone 17 launch later this year is expected to further sustain Apple’s upward trend.
Meanwhile, Chinese brands dominated overall, securing 59% of Africa’s market share. Xiaomi posted a modest 9% growth but faced intense competition from Transsion and HONOR in the mid-to-low-end segment, where localized marketing and aggressive pricing strategies are reshaping consumer choices.
Mid Range Priced Phones Struggle Against Low Budget and High End
Pricing trends reveal a dual shift. On one end, the budget segment (under $100) expanded further, driven by consumers upgrading from feature phones, particularly in Nigeria and Kenya.
Sub-$100 5G models from TECNO, OPPO, and itel have accelerated first-time adoption. On the other, the $200–$599 range captured a 56% market share, showing stronger appetite for advanced features like 120Hz AMOLED displays, telephoto cameras, and fast charging.
The $200–$299 band, however, shrank as buyers either stayed budget-focused or traded up for more premium options.
Analysts note that Africa’s smartphone growth is being shaped by two forces: affordability and aspiration. Financing models and trade-in programs make higher-end devices accessible, while budget-friendly brands ensure mass adoption. This dual strategy has helped the market expand steadily, signaling that Africa’s next phase of growth will be defined not just by volume but also by value.
