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In the first quarter of 2026, the Southeast Asian smartphone market experienced a notable downturn, with shipments declining by 9% year-on-year to reach 21.6 million units. This contraction was compounded by escalating storage component costs, which propelled the average selling price (ASP) of smartphones to a record $349—a significant 19% increase from the previous year.
In the competitive brand landscape, Samsung maintained its leading position, shipping 4.6 million units and capturing a 21% market share, marking a 4% year-on-year growth. OPPO secured the second spot with 4.2 million units shipped, though it faced a 17% year-on-year decline. Xiaomi, ranking third, shipped 3.7 million units, reflecting a 12% decrease compared to the same period last year.
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C114 Communication Network -
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