Southeast Asia (SEA) smartphone shipments fell 15% year-over-year (YoY) in quarter two (Q2) of 2026 as component cost pressures persisted and consumer spending remained weak, according to new data from Counterpoint Research.
Samsung led SEA with a 23% share and 6% YoY growth, supported by stronger product availability, promotional activity, and relatively stable pricing.
According to Counterpoint, Apple remained among the top five smartphone brands in SEA with a 9% share, a position it has held since the first quarter of 2026. The brand’s shipments declined by only around 2% YoY, helping it gain market share. Its relatively resilient performance was supported by a more localized strategy, improved product accessibility, and stronger ecosystem integration, which helped sustain premium demand, according to Counterpoint.
Commenting on market outlook, Counterpoint Senior Analysts Shilpi Jain said: The SEA smartphone market is expected to remain under pressure in H2 2026, partly due to a higher comparison base from last year, when several brands frontloaded shipments ahead of anticipated market and supply-side uncertainties. Ongoing component cost pressures, particularly in memory, are likely to continue constraining pricing flexibility, while cautious consumer spending could further limit replacement demand. As a result, vendors are expected to remain selective with a greater focus on inventory discipline, mid-to-premium segments and profitability rather than volume growth.
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