Southeast Asia’s smartphone market fell 23% year-on-year in Q2 2026, with shipments dropping to 19.3 million units — the lowest quarterly level since 2014. Despite the decline, market value reached $6.6 billion as average selling prices rose 31% to $342.
Samsung gained market share despite higher prices, while Xiaomi raised its average selling price by 43.5%. TRANSSION, OPPO and vivo significantly reduced their presence in the sub-$100 segment, with many entry-level models being repositioned above $100.
Omdia expects smartphone shipments in Southeast Asia to decline 25% in 2026 to 75.3 million units. Rising device and memory costs are expected to put further pressure on prices and demand in the second half of the year.
Source: Omdia
