Omdia: Southeast Asia Smartphone Shipments Fall 23% in 2Q26 to Lowest Level Since 2014
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.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260826318424/en/ Southeast Asia smartphone market shipment, 1Q22 to 2Q26
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.
