Apple continues to expand its international presence, as emphasized by CEO Tim Cook’s statement of record-breaking sales in regions including the Middle East. A new report from Canalys further spotlights this success, noting a whopping 24% surge in the Middle East smartphone market during Q4 2023. That growth carried through the year, with a total of 42.5 million units shipped – an 11% increase over 2022.
This expansion comes despite challenges related to the regional energy sector. Positive signals emerge from various non-energy industries, particularly a rebounding travel and tourism sector within GCC countries.
Here’s a closer look at some key areas:
- Saudi Arabia: Smartphone shipments soared by 28% in Q4 2023, totaling 3.6 million units. This growth aligns with robust national economic activity and tourism, attracting an additional 11 million foreign visitors compared to 2022. Ongoing real estate and infrastructure projects are likely increasing the demand for entry-level smartphones among the labor force.
- United Arab Emirates: The UAE also experienced a remarkable 22% expansion in Q4 2023. Factors fueling this growth include strong consumer engagement during end-of-season sales events and online promotions run by Amazon and Noon.
- Apple’s Strength: During Q4 2023, Apple shipped 1.8 million iPhones throughout the Middle East, marking a 16% annual growth over Q4 2022. For the full year 2023, Apple’s growth was 13%, shipping 5.6 million iPhones versus 5 million in 2022.
Read the full report here.
