Samsung is facing a shortage of its flagship Galaxy S24 smartphones in Pakistan, despite local production, according to a report by Bloomberg.
The S24 series, launched in January, has proven unexpectedly popular among Pakistani consumers, particularly the high-end Galaxy S24 Ultra model. This popularity highlights the growing purchasing power of wealthier segments of the Pakistani market.
Samsung phones, including the S24 lineup, are primarily assembled locally in Pakistan. The country boasts a total of 192 million mobile phone users, with Samsung holding the leading market share despite competition from various brands.
“Samsung Electronics is working hard to meet the demand of our customers, and we anticipate sales will resume shortly,” the company stated in an email.
This unexpected demand follows a shift in Pakistan’s mobile phone industry, driven by government incentives in 2017. The focus has shifted from importing phones to domestic assembly.
Data from the Pakistan Telecommunication Authority (PTA) reveals that local and Chinese brands like VGOTEL, Infinix, and Itel led the production of roughly 21 million phones in Pakistan last year. In contrast, only 1.7 million units were imported.
Muzzaffar Hayat Piracha, CEO of Air Link Communication, a major phone distributor and assembler for brands like Xiaomi, predicts a significant increase in domestic mobile phone assembly – potentially reaching 30-40% growth this year.
Samsung’s current challenge underscores the growing demand for high-end smartphones in Pakistan and the country’s evolving mobile phone industry, now heavily focused on local assembly.
