2023 Q1 Southeast Asia Smartphone Markets Report: Samsung Down 16%, Xiaomi Down 13%, Apple Up 18%

May 18, 2023

On May 17th, Gizcoupon reported that according to the latest Southeast Asia smartphone markets report released by Counterpoint Research, a market research firm, smartphone shipments in the five major Southeast Asian markets experienced a year-on-year decline of 13% in the first quarter of 2023. Among the top five manufacturers, only Apple achieved positive growth with an impressive increase of 18%.

Southeast Asia smartphone markets

The survey report indicates that the decline in smartphone shipments in Indonesia, Thailand, the Philippines, Vietnam, and Malaysia, the five Southeast Asia smartphone markets, can be attributed to various factors, including weak demand and seasonal decline. The year-on-year declines in these markets were 7%, 1%, 10%, 30%, and 29%, respectively.

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Based on the charts provided by Gizcoupon, the summarized rankings of the top five smartphone manufacturers are as follows:

  • Samsung experienced a year-on-year decline of 16%, with its market share decreasing from 22% to 21%.
  • OPPO saw a 10% decline in shipments, but its market share increased from 19% to 20%.
  • Vivo witnessed a significant year-on-year decline of 26%, resulting in its market share dropping from 17% to 14%.
  • Xiaomi’s shipments declined by 13%, while its market share remained at 14%.
  • realme experienced a modest year-on-year decline of 5%, but its market share increased from 11% to 12%.
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