Samsung commands over half of South Africa’s smartphone market at 51.5% as of July 2025

Key Takeaways

Samsung controls more than half of the South African smartphone market, more than all other brands combined.
Apple holds 17.61%, less than half of Samsung’s share, but remains the clear premium alternative.
Despite global challenges, Huawei captures 10.03%, placing third in the market.
Honor, Xiaomi, and Oppo collectively hold approximately 11.6%, while smaller brands like Tecno, Itel, and Nokia struggle below 2% each.

South Africa’s smartphone market is overwhelmingly dominated by Samsung, which captures more than 1 in every 2 devices in use (51.54%). Apple trails far behind with 17.61%, reflecting its strong appeal among higher-income consumers but limited overall penetration. Huawei, despite facing global restrictions, maintains a solid 10.03% share, showing resilience and brand loyalty in the market.

Other players like Honor (4.72%), Xiaomi (3.8%), and Oppo (3.09%) are gaining ground but remain relatively niche. Meanwhile, budget brands such as Tecno (1.15%) and Itel (0.77%), which perform well elsewhere in Africa, have minimal presence in South Africa, indicating a market tilted more towards premium and mid-range smartphones than ultra-low-cost options.

Source:

StatCounter Global Stat

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Period:

July 2025

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