Apple Holds Southeast Asia Top-Five Spot With 9% Share as Q2 Smartphone Shipments Drop 15%
Updated
Updated · MacTech Magazine · Aug 24
Apple Holds Southeast Asia Top-Five Spot With 9% Share as Q2 Smartphone Shipments Drop 15%
3 articles · Updated · MacTech Magazine · Aug 24
Summary
Apple kept a top-five smartphone position in Southeast Asia in Q2 2026 with a 9% market share, while its shipments slipped only about 2% year over year.
Counterpoint said that relative resilience came from a more localized strategy, better product accessibility and tighter ecosystem integration, which helped preserve premium demand despite weak consumer spending.
The broader Southeast Asia market contracted 15% from a year earlier as component costs stayed elevated, with memory pressures limiting vendors' pricing flexibility.
Samsung led the region with a 23% share and 6% growth, aided by stronger product availability, promotions and relatively stable pricing.
Counterpoint expects pressure to persist in H2 2026, with brands prioritizing inventory discipline, mid-to-premium segments and profitability over volume growth.