Samsung led the Southeast Asia smartphone market in Q2, was the only brand growing

According to a new report from Counterpoint Research (CR), the Southeast Asia (SEA) smartphone market declined by 15% in the second quarter of this year (April to June), compared to the same period last year. Obviously, rising costs for smartphones are to blame.

Samsung led the market with a 24% share and was the only brand to actually grow its shipments YoY, by 6%. It was followed by Xiaomi with 18% of the pie, Oppo with 17%, Transsion (the parent company of Infinix and Tecno) with 15%, and Apple with 9%.

Samsung’s share rose from 19% in 2025, Xiaomi’s was flat, Oppo’s fell from…