HONOR’s Meteoric Rise in South Africa Could Unseat Samsung by 2028

HONOR has gone from a fringe player to a headline act in South Africa, landing at number two in just two years and posting 180 percent growth in 2024. Samsung still towers over the market, but momentum is shifting as HONOR leans into aggressive pricing, premium features and tight ties with mobile networks. If the pace holds, the brand could be a serious challenger by 2028.

Growth built on savvy expansion and timing

HONOR’s rise has been swift and deliberate. Fred Zhou, General Manager of HONOR South Africa, told IOL the company reached the number two ranking locally in two years, capped by triple digit growth in 2024. That surge is playing out as Africa’s smartphone market continues a multi quarter expansion, with steady shipment gains reported by regional trackers.

Market share data from Statcounter underscores the shift. In September 2025, HONOR held 4.59 percent of South Africa’s smartphone market after starting from a negligible base. The story is less about the current share and more about the trajectory as consumers trade up and 4G and 5G reach more users.

Where the market stands now

Samsung remains the benchmark brand in South Africa. September 2025 data shows Samsung on 51.73 percent share, followed by Apple at 17.49 percent and Huawei at 9.91 percent. HONOR sits fourth at 4.59 percent, edging Xiaomi on 3.86 percent. Analysts point to Samsung’s broad A series line, device financing and its deep retail footprint as pillars of that lead.

Editor’s note

Samsung’s Galaxy A series has become a reliable entry point for many South Africans, blending long battery life, solid cameras and regular security updates. Current deals are available via the Samsung Shop on Amazon.

HONOR is attacking from a different angle. As reported by IOL, the brand is tailoring devices to local needs and leaning on operator led distribution in a price sensitive market. That mix is helping it win converts without chasing the most expensive flagship tier.

Policy tailwinds and a changing device mix

South Africa’s market is not easy to crack. It is also moving quickly. Recent growth has been helped by government measures that cut the cost of ownership and by the phase out of legacy 2G and 3G services, which is nudging users toward 4G and 5G devices. That opens the door for mid range phones with better radios, bigger batteries and longer update support.

Carrier channels remain decisive. As Vodacom’s growth leadership has noted, bundled services and financing are unlocking new user bases. Brands that integrate tightly with networks like Vodacom and MTN tend to move faster at scale. It is a playbook that Huawei used to great effect in earlier cycles, and HONOR is now working the same lanes with fresh momentum.

Inside HONOR’s playbook

HONOR is pushing what it calls affordable premium. Think large OLED screens, fast charging and capable cameras without flagship prices, then back it up with service in major metros and townships. Zhou told IOL that the focus on next generation features in mainstream devices and visible after sales support is central to the company’s run.

Long time industry watchers see the same pattern. Value led buyers are responding to aggressive promotions and operator bundles. Canalys data reported by Connecting Africa shows momentum around mid range bestsellers such as the X7c and 400 Lite, with South Africa now contributing the majority of HONOR’s regional business.

Headwinds on the road to number one

Unseating Samsung is a tall order. The brand’s presence across carriers, retail chains and independent stores gives it reach that is hard to match. Shelf space, point of sale visibility and strong trade in programs reinforce that lead day after day.

There is also entrenched loyalty at the top end of the market. Higher income buyers often stick with Samsung or Apple, which can slow share gains in premium price bands. Retail leaders say any bid for number one will require sustained investment in physical retail, marketing and service that builds long term trust.

Outlook to 2028

HONOR is not easing off. Zhou has outlined plans for continued double digit growth powered by high volume launches and bold marketing. Wider industry forecasts point to modest overall growth as local assembly expands and 5G coverage improves, which means brands will battle for every upgrade and first time buyer. For a view of how digital services are evolving alongside this hardware shift, explore how M-Pesa’s AI revolution is reshaping financial access across Africa.

The next market leader will likely combine affordable innovation, strong operator ties and increasingly local manufacturing. HONOR has many of those pieces in motion. The question now is whether it can keep compounding wins through 2028 in a market where Samsung remains the brand to beat.