HONOR is expanding its presence across the Middle East as the regional smartphone market faces a slowdown. According to Omdia, the market declined 13% year on year in the first half of 2026, while HONOR grew 35%, moving into second place among leading smartphone brands in the region.
Growth has been driven by HONOR’s strong performance in the $300–$500 smartphone segment, where it reached a 24% share in Q1 2026. Devices such as the HONOR X9d, known for its battery life and durability, have performed strongly in Saudi Arabia and the UAE.
The UAE is also becoming an important market for HONOR’s premium ecosystem, with new experience stores showcasing smartphones alongside laptops, tablets, wearables and connected devices.
Beyond smartphones, HONOR is expanding its AI strategy through its ALPHA PLAN, covering AI-powered devices including smartphones, PCs, AI glasses and robotics. The company’s HONOR Robot Phone, featuring on-device AI and a robotic gimbal, highlights its ambition to develop a broader AI device ecosystem.
With smartphone demand under pressure across the region, HONOR is increasingly focusing on AI, premium devices and connected technology as it expands across the Middle East and Africa.
