Southeast Asia’s smartphone market declined 23% year-on-year in 2Q26, with shipments falling to 19.3 million units, the lowest quarterly level since 2014, according to the latest research from Omdia. Despite the sharp decline in shipments, market value proved more resilient, reaching $6.6 billion as average selling prices (ASPs) rose 31% year-on-year (YoY) to $342.
Brands split between protecting volume and maintaining prices
– Samsung gained market share despite raising prices. The Galaxy A07 and A17 were repriced upward after launch, reversing the typical pattern of post-launch price declines. This helped lift Samsung’s share of the overall $200–299 segment from 18% in 2Q25 to 32% in 2Q26. It also gained share across the wider sub-$300 market, where competitors were reducing their exposure.
– Xiaomi posted the second-largest ASP increase among the top five vendors at 43.5%, while shipments declined 21%. The increase reflected both post-launch price rises for existing models, including the Redmi Note 15, and higher launch prices for new models such as the 17T and Redmi A7 Pro compared with their predecessors. Xiaomi’s sub-$100 shipments fell 69%, while shipments in the $100–199 segment grew 55%.
– TRANSSION remained the most exposed to the entry-level market. Its sub-$100 shipments declined 47% in 2Q26, while shipments priced at $100–199 grew 12%, making this the group’s largest price band. New models including the Infinix Hot 70 and Tecno Spark 50 4G were also launched at significantly higher prices than the models they replaced.
– OPPO almost entirely exited the lowest price band, with sub-$100 shipments falling 96% in 2Q26. The lost volume was not offset by the next price tier, where shipments of $100–199 devices also declined 25%, contributing to the steepest overall shipment decline among the top five vendors.
– vivo moved its entry-level model above $100 in most markets. Its sub-$100 shipments fell 88% in 2Q26 and accounted for just 5% of its total volume, compared with 32% a year earlier.
Sub-$100 segment accounts for most of the market decline
The $100–199 segment has absorbed the largest share of the remaining entry-level demand, increasing from 32% to 39% of total shipments. Much of this resilience came from devices that would previously have competed below $100 being repriced into the higher band.
Reduced discounting has also contributed to the shift between price bands. Historically, much of Southeast Asia’s sub-$100 volume came from heavy discounts on models originally launched at higher prices. In 2Q26, that pattern reversed as vendors not only introduced new models at higher prices but also raised prices on existing devices after launch, including Samsung’s Galaxy A07 and A17 series and Xiaomi’s Redmi Note 15 series.
Read the full press release here.
