Samsung is the only top smartphone brand that grew in Southeast Asia in early 2026, according to a report by Omdia. The report shows that the smartphone market became weaker in the first quarter of 2026, and most companies sold fewer phones compared to the same time last year.

Even after this, Samsung did better than others. It sold about 4.6 million phones and grew by 4% compared to last year. Due to this, its market share increased to 21%, making it the number one smartphone brand in Southeast Asia. This means more people chose Samsung phones even when the overall market was slowing down.

Other big brands did not perform as well. OPPO sold about 4.2 million phones, but its sales dropped by 17%. Xiaomi sold around 3.7 million phones and saw a 12% decline. TRANSSION sold about 3.4 million phones and fell by 10%. Vivo had the biggest drop, losing 27% of its sales.

Image via Omdia

Aside from the top five, Apple stayed in sixth place with about 1.8 million phones sold. Its sales did not grow or fall, mainly because demand for its latest iPhones stayed stable.

Another company, HONOR, did better than many others and grew by 28%, selling about 1.2 million phones. This shows that some brands can still grow even when the market is weak. Google has also been mentioned in the report, but it did not change the overall ranking much.

The report from Omdia shows that the smartphone market in Southeast Asia is slowing down. Most companies are struggling because fewer people are buying new phones. Only Samsung managed to grow, become stronger, and lead the market.

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