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.
CR says sub-$150 smartphone shipments were down 38% YoY, while the $250-$499 segment fell by 11%. At the other end of the spectrum, the $500-$699 segment grew by a whopping 74% and the over-$700 segment grew by 18%. CR expects the second half of this year to see continued constraints on pricing flexibility, as well as cautious consumer spending, so further declines in shipments won’t be surprising.