#ICYMI: Despite a 9% dip in SEA shipments, HONOR shines in Q1 2026

Omdia's report shows shipments totaling 21.6 million units as brands prioritize margins over volume.

Despite a 9% dip in SEA shipments, HONOR shines in Q1 2026

Samsung leads the region; HONOR is the standout grower

Southeast Asia’s smartphone market declined 9 percent year-on-year in Q1 2026, with shipments totaling 21.6 million units.

Southeast Asia smartphone shipments fall 9 percent in Q1 2026, HONOR is the standout grower

However, Omdia noted in its latest report that the standout metric was average selling price, which reached a record high of USD 349 or around PHP 19,470 in Q1 2026, up 19 percent year-on-year, as memory cost inflation reset device pricing across the region.

The divergence between volume and value is a clear signal that the region’s vendor landscape is undergoing a structural repricing: brands are prioritizing ASP growth and margin protection over unit shipment growth, with several accepting significant volume losses in exchange for healthier per-device economics, the report read.

Per brand, Samsung led the region with 4.6 million units and a 21 percent share, up 4 percent year-on-year, driven by a combination of a strong S26 launch and A-series volume drivers.

Data from Omdia

OPPO ranked second with 4.2 million units, declining 17 percent amid operational corrections due to its combination with realme.

Xiaomi placed third with 3.7 million units shipped, down 12 percent year-on-year, as portfolio-wide price hikes reduced channel appetite and constrained wallet allocation.

TRANSSION ranked fourth with 3.4 million units, down 10 percent, with its competitively priced Infinix and TECNO models continuing to support strong positions in Indonesia and the Philippines.

vivo completed the top five with 2.1 million units, down 27 percent, as the brand shifted focus toward profitability by pulling back from the affordable entry-level segment that typically anchors volume share.

Apple ranked sixth at 1.8 million units, broadly flat year-on-year, with the strong performance of the iPhone 17 series exhibiting notably less price discounting than its predecessor at the equivalent stage.

HONOR was the standout performer among tracked vendors, growing 28% year-on-year to 1.2 million units, with shipment growth in six of eight SEA markets despite regional decline.

The overstocking and subsidy-driven volume strategies that defined Southeast Asia’s smartphone market in past years have now reversed. Sales channels across several key price segments are becoming increasingly understocked, enabling vendors to enforce stricter pricing discipline and even raise prices on several models already in the market, Omdia said.

It expects pricing and supply volatility to persist in the near term as vendors navigate supply shortages and weigh the demand impact of price increases.

What do you think?

Source: Omdia