Southeast Asia’s smartphone market declined 23% year-on-year in 2Q26, with shipments falling to 19.3 million items, the bottom quarterly degree since 2014, in response to the newest analysis from Omdia. Regardless of the sharp decline in shipments, market worth proved extra resilient, reaching $6.6 billion as common promoting costs (ASPs) rose 31% year-on-year (YoY) to $342.
Manufacturers cut up between defending quantity and sustaining costs
– Samsung gained market share regardless of elevating costs. The Galaxy A07 and A17 had been repriced upward after launch, reversing the standard sample of post-launch worth declines. This helped raise Samsung’s share of the general $200–299 phase from 18% in 2Q25 to 32% in 2Q26. It additionally gained share throughout the broader sub-$300 market, the place opponents had been lowering their publicity.
– Xiaomi posted the second-largest ASP enhance among the many prime 5 distributors at 43.5%, whereas shipments declined 21%. The rise mirrored each post-launch worth rises for present fashions, together with the Redmi Notice 15, and better launch costs for brand new fashions such because the 17T and Redmi A7 Professional in contrast with their predecessors. Xiaomi’s sub-$100 shipments fell 69%, whereas shipments within the $100–199 phase grew 55%.
– TRANSSION remained probably the most uncovered to the entry-level market. Its sub-$100 shipments declined 47% in 2Q26, whereas shipments priced at $100–199 grew 12%, making this the group’s largest worth band. New fashions together with the Infinix Sizzling 70 and Tecno Spark 50 4G had been additionally launched at considerably increased costs than the fashions they changed.
– OPPO nearly totally exited the bottom worth band, with sub-$100 shipments falling 96% in 2Q26. The misplaced quantity was not offset by the following worth tier, the place shipments of $100–199 units additionally declined 25%, contributing to the steepest total cargo decline among the many prime 5 distributors.
– vivo moved its entry-level mannequin above $100 in most markets. Its sub-$100 shipments fell 88% in 2Q26 and accounted for simply 5% of its whole quantity, in contrast with 32% a 12 months earlier.
Sub-$100 phase accounts for a lot of the market decline
The $100–199 phase has absorbed the biggest share of the remaining entry-level demand, rising from 32% to 39% of whole shipments. A lot of this resilience got here from units that will beforehand have competed beneath $100 being repriced into the upper band.
Decreased discounting has additionally contributed to the shift between worth bands. Traditionally, a lot of Southeast Asia’s sub-$100 quantity got here from heavy reductions on fashions initially launched at increased costs. In 2Q26, that sample reversed as distributors not solely launched new fashions at increased costs but in addition raised costs on present units after launch, together with Samsung’s Galaxy A07 and A17 collection and Xiaomi’s Redmi Notice 15 collection.
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