According to the latest report from global market research firm Omdia, smartphone shipments in Southeast Asia totaled 21.6 million units in the first quarter of 2026, reflecting a 9% year-on-year decrease and signaling an overall sluggish market. Due to the rising prices of storage chips, the average selling price (ASP) of smartphones in Southeast Asia during this period climbed to USD 349, a significant 19% increase from the previous year, reaching an all-time high. Specifically, the Indonesian market witnessed a 17% decline, while the Vietnamese and Malaysian markets experienced drops of 12% and 19%, respectively. In contrast, the Thai market bucked the trend with a 2% growth. From a manufacturer's standpoint, apart from Samsung, leading Android brands such as OPPO, Xiaomi, TECNO, and vivo all saw a contraction in their shipments. Meanwhile, Apple maintained a stable performance, and Honor's shipments increased by 28% year-on-year.