Samsung Electronics Co. is grappling with a shortage of its S24 smartphones in Pakistan as demand for its flagship phone reaches unprecedented levels.
The locally assembled handsets have been in high demand since their launch earlier this year, particularly the Galaxy S24 Ultra and other S24 models, indicating the purchasing power of affluent Pakistani consumers. With 192 million mobile phone users, Pakistan ranks as the world’s fifth-most populous nation.
In response to the shortage, Samsung Electronics stated, “We are working diligently to meet customer demand, and anticipate resuming sales shortly.”
Government financial incentives have driven the transformation of Pakistan’s smartphone industry, shifting from mostly importing overseas-made products in 2017 to domestic assembly. Last year, mobile companies in Pakistan produced about 21 million units, primarily led by local and Chinese brands like VGOTEL, Infinix, and Itel, with an additional 1.7 million units imported.
Anticipating further growth, Pakistan’s mobile phone assembly is projected to increase by 30% to 40% this year, according to Muzzaffar Hayat Piracha, CEO of Air Link Communication Ltd, one of the country’s largest mobile phone distributors.
The scarcity of S24 smartphones is crucial for Samsung as it vies to maintain its position as the world’s leading smartphone maker, a title it lost to Apple Inc. last year. While Samsung holds an advantage over Apple in Pakistan due to better pricing and distribution, iPhone buyers face additional taxes on imported handsets, making Samsung devices more accessible to consumers.