Southeast Asia: These are the fastest-growing smartphone brands in Southeast Asia

Smartphone demand in Southeast Asiahas shown signs of recovery as shipments increased by 3% since last quarter in the third quarter (Q3) of 2023. According to a report by Counterpoint, new smartphone launches and aggressive promotions by brands and other platforms were the primary contributors to the growth. The replacement cycles of consumers who opt for low-to-mid-tier smartphones also decreased in the region.The report noted that brands likeApple, Tecno and Infinix emerged as the fastest-growing brands during the quarter.
As per the report, smartphone shipments in multiple countries in the region including Indonesia, Malaysia, the Philippines and Vietnam improved in Q3 2023 after seeing a double-digit decline in Q2 2023. However, the report predicts that annual shipments will decline by 8% by the end of this fiscal year.
How different brands performed
Apple’s shipments increased by 19% YoY during the quarter. The Cupertino-based tech giant is still seeing strong demand for the iPhone 13 and 14 series. The newly launched iPhone 15 series has also added to the growing demand.
Samsung led the market with a 21% share. The company’s Galaxy A05 series added to a strong overall A-series presence as it entered the market this quarter. Premium models like the Z Flip 5 and Z Fold 5 along with the S series also contributed to Samsung’s shipment growth as well. Samsung was the top brand in Indonesia, Thailand and Vietnam in Q3 2023.

Xiaomi’s shipments grew 7% as its Redmi 12 series did quite well across all key SEA countries. The Chinese company’s promotions and new model launches helped it during Q3 2023, which ultimately aided in increasing shipments from the brand.

Xiaomi was the top brand in Malaysia in Q3.
Transsion witnessed the highest growth during the quarter. Infinix grew 42% YoY while Tecno grew 148% and Itel witnessed a 17% growth. Infinix and Tecno are offering strong base specifications along with a varied model portfolio.
Meanwhile, Realme saw flat growth during Q3 2023. It was the top brand in the Philippines.