"I'm totally hooked on the Galaxy S26's performance"... Southeast Asia and India captivated by Samsung's 'AI super-gap' [On-the-ground report]

#1. "Until recently, most customers were asking about the iPhone 17, but now more people are coming in for the Samsung Galaxy S26 series. Many say the iPhone’s artificial intelligence (AI) features fall short compared to Galaxy, and the new iPhone 17 line doesn’t feel very different from the previous generation. That seems to be why interest is shifting toward the Galaxy S26." (Staff member at the Reliance Digital electronics store in New Delhi, India)
#2. "There is strong interest in the new features on the Galaxy S26, such as the Privacy Display, Horizon Lock, Photo Assist and Nightography Video. Excluding pre-orders, we now sell about 18 units a day to walk-in customers alone." (Staff member at an electronics store in Jakarta, Indonesia)
#3. "A friend showed me photos she took at a concert with her Samsung Galaxy S25, and the zoom was incredibly clear. The concert shots looked great, too. I use an iPhone now, but I love taking photos and I go to concerts often, so I came here thinking I might buy the new Samsung Galaxy S26." (Mai, a woman in her 20s working at a company in Hanoi, Vietnam)Hanoi (Vietnam) / New Delhi (India) / Jakarta (Indonesia) – According to on-the-ground reporting by Financial News on the 12th in Hanoi, Jakarta and New Delhi, local consumers have been deeply impressed by the powerful AI capabilities of Samsung Electronics’ Galaxy S26 series, which officially went on sale there the day before. In some stores, iPhone users were seen visiting specifically to try out and compare the Galaxy S26.
With semiconductor prices rising recently, smartphone prices have gone up across the board. In these regions, China’s aggressive low-price offensive has clearly weakened, while a preference for high-end premium phones has become more pronounced. Years of economic growth have significantly boosted incomes, making premium smartphones more accessible. Much of that benefit is flowing to the Samsung Galaxy S26.
Local consumers showed particular interest in the Galaxy S26’s AI features, camera performance and call recording function. However, many were cautious about actually buying, carefully weighing battery life and durability to see whether the phone would last beyond the industry’s average replacement cycle of three to four years.
■ Some iPhone users wondering, "Should I switch this time?"
At Samsung Stores and Samsung sections inside electronics retailers in each country, it was easy to spot existing iPhone users. They showed strong interest in the S Pen and call recording function introduced with the Galaxy S26, as well as the Privacy Display feature.
Tanya, a university student in her 20s whom we met in New Delhi, said, "I’m currently using an iPhone, but this is the first time I’ve come to a store thinking about switching to a Galaxy." She added, "After trying out the call recording and S Pen features, I found them more appealing than I expected, so I’m considering buying one." In Indonesia, Lola, a business owner in her 30s, commented, "I’ve always used iPhones, but every time a new model comes out, it’s hard to feel what’s really changed." She continued, "Recently, Galaxy phones have been aggressively adopting AI features, so I came to the store to experience them for myself."
Many customers in the stores wanted to experience the Galaxy S26’s AI features firsthand. Some even lined up for a turn with the demo devices. An employee at an electronics store in Hanoi said, "We’re seeing more customers than ever who want to see the new model in person and try out its AI functions and camera," adding, "Interest is especially high in the Privacy Display feature on the Samsung Galaxy S26 Ultra."
■ The 'old man’s phone' image still lingers in Southeast Asia
As in South Korea, Samsung Galaxy phones still carry a strong image as devices for male office workers, which remains a concern for some millennial and Gen Z consumers.
Thuy, a university student in her 20s in Hanoi, said, "Among Vietnamese university students, Galaxy phones definitely have the image of being used by male office workers," and added, "Most of the women around me use iPhones, so even if I want to buy a Galaxy, I hesitate."
Pitra, an office worker in her 30s in Jakarta, said, "In K-pop fan communities, I’ve seen a lot of talk about how good the Samsung Galaxy S25 camera is, so I really want to buy one." She continued, "But Galaxy phones still have the image of being used by company bosses or office workers in their 40s and 50s, so I’m torn."
In addition, consumers frequently cited the price and battery life as obstacles to purchase.
■ Strong demand focused on the premium Samsung Galaxy S26 Ultra
Just as about 70% of global pre-orders have been concentrated on the premium Samsung Galaxy S26 Ultra model, demand for the Ultra version stood out in Southeast Asia and India as well. A representative from Te Gioi Di Dong, a major electronics retailer in Hanoi, said, "More than 80% of our buyers have chosen the Samsung Galaxy S26 Ultra."
Even in Southeast Asia and India, where Chinese smartphones once dominated with a strong low-price offensive, there is now a clear shift toward premium phones. According to market research firm Omdia, Samsung Electronics ranked first in the Southeast Asian smartphone market last year with an 18% share. In India, the share of premium smartphones has expanded to around half of the market. Counterpoint Research reports that shipments of Samsung Electronics’ Galaxy S25 series reached an all-time high share last year.
An industry insider noted, "Consumers in Southeast Asia and India are increasingly prioritizing performance over price," and analyzed, "There is a growing trend of preferring smartphones that may cost more but offer richer AI features and longer usable lifespans, which represents a major opportunity for Samsung Electronics."
rejune1112@fnnews.com