HONOR has strengthened its position in the Middle East smartphone market, becoming the region’s second-largest smartphone brand during the first half of 2026, according to research firm Omdia.
The development comes despite a difficult market environment. Smartphone shipments across the Middle East declined 13% year on year during the first six months of 2026, while HONOR recorded 35% growth. The company was the only major smartphone brand in the region to report growth over the period, according to the research.
HONOR’s performance was particularly strong in the first quarter, when its shipments increased 73% year on year. While the company did not identify which competitors lost market share, the figures place it behind Samsung in the regional rankings.
Mid-Range Phones Drive HONOR’s Growth
HONOR’s strongest momentum has come from the mid-range smartphone segment, particularly devices priced between $300 and $500.
The company said it captured a 24% share of this segment in the first quarter, representing a 130% increase from the same period a year earlier. The performance brought HONOR closer to Samsung in one of the region’s most competitive price categories.
The HONOR X9d has been among the products supporting this growth. Rather than focusing exclusively on high-end specifications, the smartphone emphasizes durability and battery performance. It became one of the top-selling smartphones in Saudi Arabia and the UAE, according to HONOR.
The company’s 600 Series has also recorded double-digit growth, further contributing to its expansion in the mid-range market.
HONOR Expands Its Retail Presence in the UAE
HONOR’s strategy in the UAE extends beyond smartphone sales, with the company building a broader retail ecosystem around its devices.
Its UAE retail expansion began with an experience store at Dubai Festival City Mall. The company has since opened Abu Dhabi’s first authorised HONOR experience store and service centre, expanded to Al Reem Mall, and added a BurJuman location in Dubai in January 2026.
The stores offer more than smartphones, with laptops, tablets and wearable devices also available. The approach reflects HONOR’s efforts to establish a wider device ecosystem as smartphone growth in mature markets becomes increasingly difficult.
AI Becomes a Bigger Part of HONOR’s Strategy
The company is also positioning itself as an AI-focused device maker through its broader ALPHA PLAN strategy.
One of its most distinctive concepts is the Robot Phone, which incorporates a robotic gimbal that allows its camera to physically track subjects. HONOR developed the imaging system in collaboration with cinema camera manufacturer ARRI.
The company’s longer-term product roadmap includes AI glasses, robotics and personal computers. HONOR also highlighted its broader technology strategy at LEAP in Riyadh.
Despite the focus on advanced AI hardware, however, HONOR’s current regional growth has largely been driven by more affordable smartphones. The company’s next challenge will be converting that growing customer base into buyers of its wider ecosystem of connected devices.
Apple and Samsung have spent years developing strong ecosystem loyalty across smartphones, tablets, computers and wearables. HONOR’s continued expansion in the Middle East will depend in part on whether it can build a similar relationship with consumers.
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