Africa smartphone shipments fall 7% as rising prices hit entry-level market

Nicosia, Cyprus. Africa’s smartphone market recorded its first year-on-year decline in three years during the second quarter of 2026, with shipments falling 7 per cent as rising device prices increased affordability pressures, according to Omdia.

The decline was most severe in the sub-$100 segment, where shipments dropped 34 per cent year on year, reducing volumes by almost 3 million devices.

Entry-level pressure

The sub-$100 segment has traditionally served as an entry point to digital connectivity for Africa’s emerging middle class.

Omdia said higher memory costs and supply-chain changes driven by artificial intelligence added pressure on the availability and pricing of entry-level smartphones.

“We’re witnessing a forced upward shift in the African market,” said Manish Pravinkumar, principal analyst at Omdia.

“Vendors can no longer profitably manufacture $75 smartphones, while consumers who need connectivity are increasingly having to stretch their budgets towards $200-plus devices,” he added.

Differences across markets

The decline varied across the continent, reflecting differences in local economic conditions, consumer purchasing power and policy environments.

South Africa was the strongest-performing market, with smartphone shipments rising 17 per cent year on year as stronger purchasing power supported continued adoption of 5G devices.

The growth increased the importance of South Africa for manufacturers including HONOR and Samsung, as more consumers moved to devices priced above the entry-level range.

Nigeria recorded an 11 per cent decline, with retailers reporting weaker sales as higher prices led consumers to postpone purchases.

Egypt experienced one of the sharpest contractions, with shipments falling 26 per cent after manufacturers introduced substantial price increases during the quarter.