The smartphone market plummets in Morocco
Decline in the smartphone market in Morocco in the second quarter of 2025. The drop in deliveries is estimated at 7% by the research firm Canalys, part of the British technology analysis and consulting group Omdia. The authors of this study attribute this decline to weak demand and stricter import rules that limit purchases.
Egypt: The strongest growth on the continent
However, at the continental level, the smartphone market is performing well. It grew by 7% to reach 19.2 million units sold in Q2 2025, according to the analysis firm’s study. This growth was driven by lower inflation in key economies such as Egypt, Nigeria, and South Africa, and by monetary stability, which strengthened consumer purchasing power. Egypt dominates the African market with 21% growth.
Nigeria, meanwhile, rebounded by 10% thanks to lower inflation and a more stable naira. Senegal posted a modest 3% increase. South Africa also grew by 2% year-on-year.
“ Kenya declined by 2%, showing relative resilience ”, the same source said. .
According to the analysis, the African market is expected to maintain this growth momentum. Its authors forecast an annual growth rate of 2.1% from 2025 to 2029. The African continent is thus expected to surpass the global smartphone market.
Low-cost phones dominate the market. “Demand for very low-cost smartphones is reshaping the African market, with models priced at less than $100. It rose 38% in the second quarter, keeping average selling prices on a downward trend since 2023,” said Manish Pravinkumar, principal analyst at Canalys.
What are Africans’ favorite brands?
he Chinese brand Transsion ranks first, maintaining its leading position in the African smartphone market with 6% growth.
South Korea’s Samsung grew by 3%, expanding its presence beyond South Africa to Egypt and Nigeria through localized distribution, commercial expansion, and affordable phones such as the Samsung A06.
Xiaomi jumped 32% to secure third place with a 14% market share, thanks to strong gains in Nigeria and Egypt, aggressive channel expansion, and increased local investment. HONOR strengthened its momentum with affordable and mid-range bestsellers such as the X7c and 400 Lite.
According to the study, rural African markets are becoming the next big battleground.
K.S
