Southeast Asia smartphone market plunges 15%, but Samsung Electronics is the only company to grow, up 6%

【Jakarta, Indonesia = Reporter Aulia Maulida Hamdani】The Southeast Asian smartphone market saw shipments plunge 15% in the second quarter of this year, but Samsung Electronics was the only major player to post growth, with shipments rising 6% and market share holding at 24%.
According to local media on the 26th, market research firm Counterpoint Research said the Southeast Asian smartphone market fell 15% year on year in the April-June period of 2026.
The decline in market shipments was largely attributed to higher smartphone prices. The low-end segment contracted sharply, while demand for mid-range and premium devices remained solid.
Samsung Electronics, which has a diversified portfolio centered on higher-end models, was the only major brand to grow, with shipments increasing 6%. Its market share stood at 24%, ahead of Xiaomi at 18%, Oppo at 17%, Transsion at 15%, and Apple Inc. at 9%.
By price segment, the contraction in the low-end smartphone market was especially pronounced. Shipments of devices priced below $150, or about 208,000 won, fell 38% from a year earlier, while shipments in the $250 to $499 range, or about 346,000 to 691,000 won, also dropped 11%.
By contrast, devices priced between $500 and $699, or about 692,000 to 968,000 won, grew 74%, while premium models priced at $700 and above, or about 969,000 won and up, rose 18%. The data suggests consumer demand is shifting toward mid-range products.
Samsung Electronics appears to have benefited from brand strength and its product portfolio, which helped drive consumer demand despite the broader market slowdown. Xiaomi kept its 18% share, while Oppo fell from 22% to 17%. Transsion and Apple Inc. expanded their shares, from 14% to 15% and from 8% to 9%, respectively.
Counterpoint Research forecast that rising component costs, especially higher RAM prices, could continue to weigh on smartphone prices in the second half of the year. It added that, in a shrinking market, manufacturers will face the key challenge of managing cost pressures while maintaining price competitiveness. 

[email protected] Reporter Aulia Maulida Hamdani Reporter