Southeast Asia smartphone shipments fall 15% in Q2 2026

Smartphone shipments in Southeast Asia fell 15% year-over-year in the second quarter of 2026, marking the largest annual decline in the region since early 2023. According to Counterpoint Research, the downturn was driven by rising component costs and weakened consumer spending, which particularly impacted the budget segment. Shipments for devices priced under $150 plummeted by 38%.

In contrast, the market is shifting toward premium devices. The segment for phones priced between $500 and $699 saw a 74% increase, while models exceeding $700 grew by 18%.

Samsung maintained its market leadership with a 23% to 24% share, achieving 6% year-over-year growth supported by stable pricing and promotional activities. Apple remained among the top five brands with a 9% market share; despite a slight 2% decline in shipments, Apple gained market share due to its resilient performance in the premium segment and improved product accessibility.