Samsung led the Southeast Asia smartphone market in Q2, was the only brand growing
Samsung maintained its lead in the Southeast Asia smartphone market during Q2, emerging as the only brand to see year-over-year growth. While the overall market declined by 15%, premium segments priced above $500 saw significant growth.
Why it matters
The data reflects shifting consumer spending habits toward premium devices despite broader economic headwinds in the region.
Samsung Xiaomi Oppo Tecno Infinix Apple Android iOS
According to a new report from Counterpoint Research (CR), the Southeast Asia (SEA) smartphone market declined by 15% in the second quarter of this year (April to June), compared to the same period last year. Obviously, rising costs for smartphones are to blame.
Samsung led the market with a 24% share and was the only brand to actually grow its shipments YoY, by 6%. It was followed by Xiaomi with 18% of the pie, Oppo with 17%, Transsion (the parent company of Infinix and Tecno) with 15%, and Apple with 9%.
Samsung's share rose from 19% in 2025, Xiaomi's was flat, Oppo's fell from 22%, while Transsion's and Apple's both grew, from 14% and 8%, respectively.
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