This article investigates poverty trends in post-apartheid South Africa with an explicit focus on differences between rural and urban areas. Using nationally representative household survey data from 1997–2012, I first describe changes in population characteristics and household access to different income sources and services, by urban–rural geo-type. Income data are then used to generate poverty statistics, which cast light on divergent trends in rural and urban areas. Next, I employ a poverty decomposition method to further explore some potential reasons why the poverty trends in rural and urban areas have differed. Data from the Afrobarometer are then used to probe how subjective non-monetary welfare has changed over time across geo-types. The evidence from all surveys suggests that the dramatic increase in access to services and social grants in rural areas has played a vital role in poverty reduction.