Omdia has released a new smartphone market report, this time around for Southeast Asia. The results are… interesting, to say the least, as shipments dropped for all but one top 5 company, by a lot.
Do note that these are results for Q1 2026, and we’re looking at YoY (Year-over-Year) changes here. So, the comparison is with Q1 2025. With that being said, let’s see what the report has to say.
Samsung managed to grow, while the other top 4 companies declined
Samsung is leading the charge in Southeast Asia and is the only company that has seen YoY growth. The Korean tech giant managed to ship 4.6 million phones in Q1 2026 and grew 4% YoY. It now holds 21% of the market, compared to 19% in Q1 2025.
OPPO is second-placed with 4.2 million phones shipped in Q1 2026 and is holding 20% of the market. The company has seen a 17% decline compared to the same period last year.
Xiaomi sits in third place with 3.7 million units shipped and holds 17% of the market. Xiaomi has also seen an annual decline of 12%. The same can be said for TRANSSION, who is fourth-placed, as the decline in this case is 10% YoY. TRANSSION sold 3.4 million units and holds 16% of the market.
Vivo is closing out the top 5 list in Southeast Asia for Q1 2026. The company sold 2.1 million phones and grabbed 9% of the market. Vivo has seen a staggering drop of 27% YoY in this market.
Apple didn’t move, and HONOR strived
Outside of the top 5 sits Apple, in 6th place. Omdia says that Apple sold 1.8 million phones and did not grow or decline YoY. It managed to not decline thanks to the strong performance of the iPhone 17 series in terms of sales.
Omdia also mentioned HONOR, who was the “standout performer among tracked vendors.” HONOR’s sales grew 28% YoY to 1.2 million units, with “shipment growth in six of eight SEA markets despite regional decline.”
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