Apple vs. Samsung in Kenya: Navigating the Smartphone Battleground: Leave a comment

The smartphone market in Kenya is a vibrant battleground, with multiple players vying for a slice of the growing consumer base. Among the titans, Samsung and Apple continue to be significant players. Despite their global rivalry, the dynamics in the Kenyan market present a unique scenario. This article delves into the ongoing war between Apple and Samsung, underlining Samsung’s reigning position, and the peculiar market dynamics of refurbished iPhones in Kenya.

Market Dominance: Samsung’s Reign
As of September 2023, Samsung holds the lion’s share in the Kenyan mobile vendor market with a 23.13% share, overshadowing other players such as Tecno, Infinix, and Nokia. This dominance can be attributed to a variety of factors including a wide range of products catering to different economic classes, a well-established distribution network, and a strong brand presence in the country​1​.

Apple’s Challenge: The Refurbished Market
Apple, on the other hand, faces a unique challenge in Kenya. The high cost of new iPhones often pushes consumers towards the more affordable refurbished market. Despite this, the value proposition of iPhones, often seen as premium devices, ensures that they maintain a high resale value over time. This scenario creates a circular economy where iPhones continue to be desirable despite their high upfront cost.

Consumer Preferences: Brand Loyalty vs. Cost Sensitivity
Kenyan consumers exhibit a blend of brand loyalty and cost sensitivity. While Samsung offers a range of options across different price points, Apple’s products are often seen as a status symbol. The choice between the two brands often boils down to personal preferences and financial capability.

Global Rivalry Reflecting Locally
The global rivalry between Apple and Samsung is reflected locally but with nuanced differences. While Samsung’s Galaxy line of phones and Apple’s iPhone are juggernauts in the global smartphone industry, their market share and consumer perception in Kenya are influenced by local economic conditions and consumer preferences​2​​3​​4​.

Future Prospects: A Balancing Act
The balance of power between Samsung and Apple in Kenya may evolve with changing economic conditions and consumer preferences. Both companies continue to innovate and adapt to local market needs, and the competition is set to intensify in the coming years.

The Apple vs. Samsung war in Kenya is a reflection of global market dynamics, nuanced by local economic conditions and consumer behaviors. Samsung’s current dominance is challenged by the circular economy of refurbished iPhones, setting the stage for intriguing market dynamics.


  1. Statcounter Global Stats. (2023). Mobile Vendor Market Share in Kenya – September 2023. Retrieved from
  2. World Population Review. (2023). iPhone Market Share by Country 2023. Retrieved from
  3. Android Police. (2023). Samsung has sold more phones than Apple so far in 2023, but the fight’s… Retrieved from
  4. Android Authority. (2023). Apple vs Samsung: The ultimate head-to-head. Retrieved from

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