Samsung continues to dominate the competitive smartphone market in Southeast Asia, holding onto its leading position despite increasing pressure from Chinese brands and a slight overall market contraction. The region, encompassing key economies like Vietnam, Thailand, Indonesia, the Philippines, and Malaysia, remains a crucial battleground for smartphone manufacturers, characterized by price sensitivity and rapidly evolving consumer preferences.
The South Korean tech giant shipped 17.9 million smartphones to Southeast Asia in 2025, a 5% increase from the previous year, securing an 18% market share, according to data from Omdia. This performance was particularly strong in the fourth quarter of 2025, with a 19% improvement over Q4 2024, totaling 4.2 million units shipped. The success is largely attributed to Samsung’s strength in the affordable smartphone segment.
Southeast Asia’s smartphone market, while still substantial at 100 million units shipped in 2025, experienced a 1% decline compared to 2024, signaling a potential shift in consumer demand. This comes as component and memory costs begin to rise, potentially impacting affordability for consumers.
Samsung’s Galaxy A17 proved to be a key driver of its success, reinforcing the company’s competitiveness in the budget-friendly segment. However, the company faces stiff competition from Chinese manufacturers, with Xiaomi securing the second position with 17.0 million units shipped (17% market share) and TRANSSION – encompassing brands like Infinix, Tecno, and itel – taking third place with 16.3 million units.
The Rise of Chinese Smartphone Brands
While Samsung currently leads, the Southeast Asian market is increasingly influenced by Chinese brands, particularly in the lower price tiers. According to a report from Yahoo Finance, Apple and Samsung together control over 90% of the market for smartphones priced above $600. However, brands like Xiaomi, vivo, Oppo, and Transsion dominate the more affordable segments, leveraging competitive pricing to gain market share. This dynamic is also observed in other emerging markets like Africa and Latin America.
The competition isn’t just about price. Chinese brands are actively attempting to move into the premium segment, launching devices that rival Samsung and Apple’s flagship models. Oppo, for example, recently launched its Find N5 foldable smartphone in Singapore, priced at 2499 Singapore dollars ($1870), directly competing with Samsung’s foldable offerings.
Potential for Market Softening in 2026
Analysts are anticipating a potential slowdown in smartphone demand across Southeast Asia in the first half of 2026. Rising component and memory costs are expected to translate into higher prices for consumers, potentially dampening sales. Early indicators suggest Here’s already happening, with recent launches of low-complete models – including Samsung’s Galaxy A07 and Xiaomi’s Redmi Note 15 – carrying higher price tags than their predecessors.
This price increase could disproportionately affect the price-sensitive Southeast Asian market, potentially benefiting brands that can maintain competitive pricing or offer compelling value propositions. The ability to navigate these economic headwinds will be crucial for smartphone manufacturers looking to maintain or grow their market share in the region.
Looking ahead, the Southeast Asian smartphone market will likely remain highly competitive. Samsung’s continued success will depend on its ability to innovate, maintain its strong brand reputation, and adapt to the evolving needs of consumers in this dynamic region. The coming months will reveal whether the anticipated market softening materializes and how manufacturers will respond to the challenges of rising costs and shifting consumer preferences.
What are your thoughts on the future of the smartphone market in Southeast Asia? Share your insights in the comments below.