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

In the fiercely competitive South African smartphone market, a new contender is making waves. HONOR, a brand that was barely on the radar two years ago, has rocketed up the charts, and it has big plans to take the crown. It’s a classic underdog story, but with a high-tech twist that could reshape the industry.

Success Built on Innovation and Aggressive Expansion

HONOR’s growth has been nothing short of explosive. According to HONOR South Africa’s General Manager, Fred Zhou, the company’s rise has been swift and decisive. “HONOR South Africa has swiftly climbed to become the #2 smartphone brand in just two years, showcasing remarkable growth of 180% in 2024,” he told IOL. This isn’t happening in a vacuum. The entire continent is seeing a mobile boom. Paula Gilbert, Editor at Connecting Africa, notes, “Africa’s smartphone market has recorded growth for nine straight quarters, with a 7% year-on-year (YoY) smartphone shipment growth in the second quarter of 2025”.

The numbers from Statcounter paint a clear picture of this disruption. In September 2025, HONOR held 4.59% of the South African smartphone market, a massive leap from a negligible share just two years prior. It’s a sign that the ground is shifting under the feet of established players.

The Numbers Don’t Lie in This Fierce Competition

While HONOR’s climb is impressive, Samsung remains the undisputed king of the hill for now. September 2025 data shows Samsung holding a commanding 51.73% of the market, followed by Apple at 17.49% and Huawei at 9.91%. HONOR sits at fourth with 4.59%, just ahead of Xiaomi’s 3.86%. Samsung’s dominance is built on a solid foundation. An IntelPoint analysis from earlier this year pointed out that “Samsung has expanded its reach with affordable A-series devices, supported by financing schemes, and now holds over half of the South African market”. Their strategy has clearly worked, making them a household name across the country.

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So, what’s HONOR doing differently? According to tech policy expert Nomsa Maseko at IOL, it’s all about the local touch. “HONOR’s tailored approach to local consumer preferences and its strong operator partnerships set it apart in a price-sensitive market”. They aren’t just selling phones; they’re building relationships.

Why South Africa’s Smartphone Market Is a Tough Nut to Crack

Breaking into South Africa isn’t easy. It’s a unique market with its own set of rules. As Omdia commentary highlights, recent growth has been fueled by savvy government moves. “South Africa led the way with 14% growth, driven by government efforts such as removing a 9% luxury excise tax on smartphones priced under ZAR2,500 (US$137) and phasing out 2G/3G networks to expand access to 4G and 5G”. This has opened the door for more people to own a smartphone, but it also means brands have to compete hard on price and accessibility.

Carrier partnerships are the name of the game. As Vodacom’s Chief Growth Officer Nyiko Shiburi puts it, “Carrier partnerships with brands like HONOR are critical for widespread adoption—bundled services and device financing are unlocking new user bases.” Getting phones into people’s hands often means working directly with networks like Vodacom and MTN. This is a strategy that another major player, Huawei, has also leveraged effectively over the years.

HONOR’s Winning Strategy

HONOR’s playbook seems to be working. They’re focused on what they call “affordable premium,” bringing high-end features to devices that don’t carry a flagship price tag. Fred Zhou explained their approach in his IOL interview: “Our rapid success is rooted in bringing next-generation features to affordable devices and investing in after-sales support across major metros and townships”. It’s a message that resonates with everyday consumers.

Veteran consumer tech journalist Arthur Goldstuck agrees. “Consumers are looking for value-driven devices, and HONOR’s aggressive promotions and local partnerships are paying off.” This value proposition is evident in their popular models. Findings from Canalys, reported by Connecting Africa, show that “HONOR strengthened its momentum with mid-range bestsellers such as the X7c and 400 Lite, supported by operator tie-ups, and South Africa now contributes 64% of its regional business”.

The Hurdles to Unseating Samsung

Despite the momentum, the road to number one is steep. Samsung isn’t just a market leader; it’s an institution. As IntelPoint Insights analyst Sipho Dlamini states, “Samsung’s entrenched presence and robust retail network make them a formidable leader in South Africa’s smartphone landscape”. You can find a Samsung device in almost any electronics store, from major cities to smaller towns.

Brand loyalty is another major factor, especially at the higher end of the market. Research from Huawei Central suggests that “loyalty towards established brands like Samsung and Apple remains strong among higher-income earners”. Many consumers who can afford it are likely to stick with what they know, whether it’s the latest Galaxy flagship or a new iPhone from the Apple Store on Amazon. And getting shelf space is a battle in itself. Reginald Pillay, a general manager at a major electronics chain, warns, “Achieving No.1 will require massive investments in physical retail presence and brand trust”.

The Road to 2028

HONOR remains bullish about its future. Fred Zhou has made their ambitions clear, telling IOL that “HONOR is forecasting continued double-digit growth, aiming to lead through high-volume launches and aggressive marketing”. They’re not planning on slowing down.

The broader market projections suggest the fight will only get more intense. Omdia forecasts that “Africa’s smartphone market to grow by a modest 3% in 2025, but the competition will intensify as local assembly and 5G expansion take root”. This slow growth means brands will have to fight harder for every customer. For a deeper look into how technology is reshaping finance on the continent, see how M-Pesa’s AI revolution is transforming Africa’s future.

Ultimately, the winner will be the one who can best navigate this complex environment. As Canalys analyst Manish Pravinkumar concludes, “Affordable innovation, strategic partnerships, and local manufacturing will define the next market leader”. HONOR seems to have the right ingredients. The question now is whether they can keep up the pace and turn their meteoric rise into a long-lasting reign.