Dubai, UAE - HONOR , a leading global brand in AI-powered devices, announced a significant milestone in its growth journey in the region, becoming the second largest smartphone manufacturer in the Middle East for the first time during the first quarter of 2026, according to Omdia's Middle East Market Report.

Continued momentum in the region and growth of 73 %

HONOR achieved 25% global growth in the first quarter of 2026 and continued to strengthen its regional presence with a robust 73% year-on-year growth in the Middle East. This reflects the brand's ongoing investments in enhancing the retail experience, expanding its distribution network, and solidifying its position with customers in key Gulf markets. Rapid expansion in the mid-range and high-end smartphone segments is a major driver of this success.

The middle and upper classes are leading the growth drive.

In the $300-$500 price range, HONOR achieved 130% year-on-year growth, reaching a market share of 24%, placing it close to Samsung in one of the most competitive segments in the market.

Strong product performance boosts demand

HONOR continues to achieve outstanding results, supported by the strong performance of its latest products. The HONOR 600 series has recorded significant sales growth, while the HONOR X9d continues to strengthen its presence among customers seeking durability, performance, and competitive pricing.

A strategy to meet the needs of different customer segments

HONOR's rise in the Middle East is based on a clear strategy focused on delivering innovation across various price points. By combining advanced technologies in flagship, mid-range, and budget-friendly devices, HONOR successfully caters to a broad customer base. This strategy is further strengthened by excellent sales channel execution, partnerships with telecom operators, and the provision of features tailored to local market demands, including long battery life, high durability, and advanced imaging capabilities that appeal to social media users.

A diverse portfolio of products across multiple categories

HONOR has expanded its ecosystem with a wide range of products covering multiple categories. In the smartphone sector, the brand launched the HONOR 600 series, offering flagship-level features, including a 200MP AI-powered camera and advanced smart photography capabilities within the upper mid-range category. It also continues to offer the HONOR X9d , which combines durability and performance to meet the needs of a broad customer base.

In the flagship category, HONOR continues to push the boundaries of innovation with its Magic series, including foldable phones like the highly anticipated Magic V6 , which embodies cutting-edge design and battery technologies. Beyond smartphones, HONOR has strengthened its ecosystem with MagicBook laptops and MagicPad tablets, reinforcing its position as a brand specializing in a comprehensive AI-powered device ecosystem that delivers a seamless experience across multiple devices.

Seamless connectivity between different platforms that transcends the boundaries of traditional systems.

HONOR continues to develop a more open approach that puts customers at the heart of the connectivity experience, ensuring seamless integration of its devices across various platforms. Thanks to compatibility with iOS devices and Apple products, HONOR offers a smooth file-sharing experience between devices and enhanced productivity across operating systems.

This approach reflects HONOR’s commitment to removing traditional barriers between different systems and providing a more flexible experience, allowing customers to interact seamlessly between their devices.

Get ready for the launch of Magic V6

With this momentum continuing, HONOR is preparing to launch the highly anticipated HONOR Magic V6 , a move that reinforces its position in innovation and delivering exceptional experiences within the flagship smartphone category.

The phone is only 8.75mm thick when folded and 4.0mm when unfolded (white version), giving it a look and feel similar to traditional phones when closed. It weighs approximately 219 grams, yet it packs a large 6660mAh carbon-silicon battery that supports 80W wired fast charging and 66W wireless fast charging.

HONOR also pays great attention to durability, featuring an ultra-strong steel hinge (2800 MPa), IP68/IP69 water and dust resistance, and enhanced screens for better protection in everyday use.

The phone features a 6.52-inch external display and a 7.95-inch foldable internal display. This ultra-slim design ensures maximum durability. The external display is reinforced by HONOR's NanoCrystal Shield scratch-resistant coating, while the internal display uses flexible UTG glass for a virtually wrinkle-free viewing experience.

About HONOR

HONOR is a leading global AI-powered device brand committed to revolutionizing human-device interaction, connecting AI to all consumer segments in the era of AI proxies and beyond. The company strives to break down industry barriers through open and seamless collaboration, establishing a value-sharing ecosystem with industry partners. With an innovative product portfolio encompassing AI smartphones, PCs, tablets, wearables, and more, HONOR aims to empower everyone to embrace the new smart world and confidently stride into the future.

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