Samsung tops Southeast Asia smartphone market in Q2 2026

Counterpoint Research has published an analysis on the Southeast Asia (SEA) smartphone market in Q2 2026 and there’s some good news for Samsung.

According to it, Samsung had a 24% market share, the highest among all the brands, giving it the first position on the chart, just like in Europe and LATAM.

During the same period last year (Q2 2025), Samsung had a 19% market share. It means that the company grew 6% year-over-year (YoY). That’s despite the overall market shrinking by 15% YoY due to supply shortages, increasing device prices due to rising memory costs, and other macroeconomic factors. In other words, it performed spectacularly.

The research firm says that Samsung’s growth was driven by “product availability, relatively modest price increases, strong mid-year promotional activity, and sustained demand in the flagship segment.” In the second, third, fourth, and fifth places were Xiaomi, Oppo, Transsion, and Apple with 18%, 17%, 15%, and 9% market shares, respectively.