IDC: Samsung leads smartphone market share in Southeast Asia, OPPO second, Apple third
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IDC's Quarterly Mobile Phone Tracker for February 2026 revealed the latest top 5 smartphone companies in Southeast Asia based on Unit Shipment Share.
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| File photo: OPPO Reno14 Series 5G, Galaxy A36, 56 |
Top 5 smartphone brands in SEA (2025)
It showed that Samsung is still on top, followed by OPPO, Apple, Xiaomi, and Transsion (TECNO, Infinix, itel) in 2025.
IDC shared that Samsung's lead was driven by the Galaxy A Series, and Apple placed third in the region for the first time ever.
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| Top 5 smartphone brands in SEA 2025 |
ASEAN smartphone shipments plateau, rising just 0.7% in 2025 after hitting 100M units in 2024.
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| Market share per country |
But the market's total value increased by 13% YoY, and shipments of smartphones below USD 200 declined by 5.7% YoY. IDC said that this trend indicates a gradual shift in consumer demand toward mid-range smartphones.
In the Philippines, Transsion retained its lead with 36.6% of the market share, but a -3.4% YoY growth. Xiaomi is at number 2 with 13% market share, Samsung is number 3 with 11.8%, OPPO is at number 4 with 10.5%, and realme remains in the top 5 at 10.1%.
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| The region experienced a weak 4Q25 |
In the region, the Philippines also saw the sharpest slowdown after the growth streak. Only OPPO with 41.4% growth in 4Q25 from 4Q24 and Xiaomi with 5.4% experienced growth. The rest in the top 5 declined.
IDC Senior Research Analyst in the Philippines, Angela Medez, said,
Vendor strategies varied across the region, as they responded to escalating memory costs and shortage, with some vendors launching new models with pre-emptive price hikes while others pushed higher-end lines and streamlining portfolios to focus resources.
IDC Research Analyst in Indonesia Vanessa Aurelia warns that 4Q25 is just a mild precursor to what we will see in 2026, as memory chip shortages rage, which will drive up cost and reduce product availability. The sub-USD200 market is expected to see the greatest impact.
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