According to the latest report from Omdia, smartphone shipments in Southeast Asia fell 9% year-on-year in the first quarter of 2026, with a total of 21.6 million units shipped.
Samsung remained the market leader, shipping 4.6 million phones for a 21% share, actually growing 4% compared to last year. OPPO came in second with 4.2 million units but saw a sharp 17% drop, while Xiaomi took third place with 3.7 million units, down 12%.
Interestingly, the real story here isn't the declining sales volume - it's the sharp rise in prices. The average selling price (ASP) of smartphones in the region jumped 19% to $349, hitting a new record high.
Omdia points out that Southeast Asia's smartphone market is going through a clear structural shift. Brands are no longer chasing volume at all costs. Instead, they're focusing on raising prices and protecting profit margins, even if it means taking a hit on sales. With DRAM and NAND memory costs rising significantly throughout 2025 and into 2026, this change is putting real pressure on the market - especially since more than 60% of phones sold in Southeast Asia are still priced under $200.
