According to data released by market research company Omdia on May 19, smartphone shipments in Southeast Asia decreased by 9% in the first quarter of 2026, with total shipments reaching 21.6 million units.
However, according to experts, the outstanding index of average selling price (ASP) reached 349 USD in the first 3 months of this year, up 19% compared to the same period last year, due to memory cost inflation adjusting device prices across the region.
The difference between quantity and value is a clear signal that the context of suppliers in the region is undergoing a structural revaluation process: brands are prioritizing ASP growth and protecting profit margins rather than increasing shipment quantity, with some accepting significant losses in quantity in exchange for better economic efficiency per device.
As DRAM and NAND costs continue to rise in 2026, the price-sensitive consumer base in the region is facing increasing pressure on affordability, with more than 60% of smartphones in the Southeast Asian market priced below $200,” Omdia commented.
Samsung leads the region with 4.6 million devices sold and a market share of 21%, up 4% compared to the same period in 2025, thanks to the combination of the strong launch of Samsung Galaxy S26 and impressive sales of the A line.
OPPO ranked second with 4.2 million products sold, down 17% due to operating adjustments after merging with realme.
Xiaomi ranked third with 3.7 million devices shipped, down 12% compared to the same period last year, due to price increases across the entire product portfolio that reduced the demand of distribution channels and limited consumer financial resources.
TRANSSION ranked fourth with 3.4 million smartphones sold, down 10%, while competitively priced Infinix and TECNO models continued to maintain a solid position in markets such as Indonesia and the Philippines.
Vivo ranked fifth in the list with 2.1 million products, down 27%, as the brand shifted its focus to profit by withdrawing from the low-cost phone segment, which usually holds a large market share.
Apple ranked sixth with 1.8 million units sold, almost unchanged compared to last year, thanks to the stable performance of the iPhone 17 line.
Honor shipped 1.2 million units but achieved a growth rate of 28% compared to the same period last year. Their shipments increased in 6/8 Southeast Asian markets studied by Omdia.
