Samsung Dominates Southeast Asia Smartphone Market in Q2 2026

According to a new Counterpoint Research report, the Southeast Asian smartphone market declined by 15% year-on-year in the second quarter of 2026, covering April to June. Rising smartphone prices were a major factor behind the decline.

Samsung remained the market leader with a 24% market share and was the only major brand to record shipment growth, increasing 6% year-on-year.

The market shares were:

Samsung – 24%

Xiaomi – 18%

Oppo – 17%

Transsion (Infinix and Tecno) – 15%

Apple – 9%

Samsung's market share increased from 19% in 2025. Xiaomi remained unchanged, while Oppo's share fell from 22%. Transsion and Apple increased their shares from 14% and 8%, respectively.

The report also showed that smartphone shipments priced below $150 fell by 38%, while the $250–$499 segment declined by 11%. In contrast, phones priced between $500 and $699 grew by 74%, while devices costing more than $700 increased by 18%.

Counterpoint Research expects smartphone sales in Southeast Asia to remain under pressure during the second half of 2026 because of limited pricing flexibility and cautious consumer spending.

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