Samsung Dominates Southeast Asia's Smartphone Market in Q2 with Unique Growth

The latest report from Counterpoint Research (CR) reveals a significant shift in Southeast Asia's smartphone landscape. Despite an overall downturn in the market, Samsung has emerged as a leader, showcasing resilience and growth amidst challenging economic conditions.

In the second quarter of this year (April to June), the Southeast Asia (SEA) smartphone market experienced a 15% decline compared to the same period last year, largely attributed to rising smartphone costs. Surprisingly, Samsung managed to retain its leading position with a robust 24% market share and was the only brand to see a year-on-year increase in shipments, growing by 6% during this period.

Following Samsung, Xiaomi captured 18% of the market, while Oppo held 17%. Transsion, the parent company of brands like Infinix and Tecno, accounted for 15%, and Apple rounded out the top five with a 9% share.

Samsung's market share has increased from 19% in 2025, while Xiaomi's remained steady. In contrast, Oppo's share decreased from 22%. Both Transsion and Apple saw gains, rising from 14% and 8%, respectively.

CR noted a notable decline in shipments of sub-$150 smartphones, which plummeted by 38% year-on-year. The $250-$499 segment also faced an 11% drop. Conversely, demand for higher-end models is booming; the $500-$699 segment surged by an impressive 74%, while the over-$700 segment grew by 18%. With expectations of continued pricing pressures and cautious consumer spending, CR anticipates further shipment declines in the latter half of the year.