Southeast Asia Smartphone Shipments Fall 9% to 21.6 Million as ASP Hits Record $349
Updated
Updated · Informa PLC · May 19
Southeast Asia Smartphone Shipments Fall 9% to 21.6 Million as ASP Hits Record $349
1 articles · Updated · Informa PLC · May 19
Omdia said Southeast Asia smartphone shipments fell 9% year on year to 21.6 million units in 1Q26, while average selling prices jumped 19% to a record $349 and market value still rose 8%.
Rising DRAM and NAND costs pushed vendors to raise prices, tighten supply and favor margins over volume, squeezing affordability in a region where more than 60% of smartphones sell for under $200.
Samsung led with 4.6 million units and a 21% share, up 4%, while OPPO, Xiaomi, TRANSSION and vivo all declined; HONOR stood out with 28% growth to 1.2 million units and Apple was flat at 1.8 million.
Indonesia, the largest market at 7.2 million units, dropped 17% as inventory normalized and Ramadan demand disappointed; Thailand grew 2%, while Vietnam and Malaysia fell 12% and 19%.
Omdia expects pricing and supply volatility to persist into 2H26 as vendors keep repricing devices and adjusting memory configurations to offset component inflation.
With rising costs killing entry-level phones, are brands like Xiaomi facing an unavoidable choice between market share and survival?
As budget smartphones vanish, is Southeast Asia facing a new digital divide for its most vulnerable populations?
Is the boom in refurbished phones a temporary consumer fix or the beginning of a permanent market disruption?