- Apple overtakes Xiaomi, ranks second in Vietnam smartphone market; Samsung remains first.
- Vietnam market shares: Samsung 26%, Apple 20%, Xiaomi 18%, Oppo 16%, Vivo 7%.
- Southeast Asia smartphone shipments decline 1% year-on-year to 25 million units.
A recent Canalys survey states that Apple has surpassed Xiaomi to take second place in the Vietnamese smartphone market, while Samsung has retained its lead.
Canalys has published the report of the Southeast Asia smartphone market in Q2. Samsung was ranked first ahead of the others in terms of shipments in Vietnam, but its market share declined narrowly recording 28% and 26% respectively. Apple was the second ranked company with 20 percent, and above Xiaomi with 18 percent. Oppo was next (16%) followed by vivo (7%) to round off the top five.
The entire Southeast Asian smartphone sector shrank by 1 percent year-on-year to 25 million units. In an October statement, Canalys observed growing popularity of Samsung 5G devices in Vietnam and Singapore, supported by devices such as the Galaxy A06 5G and Galaxy A16 5G.
Le Xuan Chiew, Research Director at Canalys, commented, “The ongoing U.S.-China trade tensions are having a ripple effect. Manufacturers are adjusting their supply chains away from China to prioritize shipments to the U.S. This shift inevitably impacts production and allocation from manufacturing hubs like China and Vietnam to both Southeast Asia and the U.S., disrupting inventory planning and tightening supply.”
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Local markets' retail prices and purchasing power are also being impacted by currency volatility, especially the depreciation of the US dollar. In order to remain competitive, manufacturers are compelled to modify their price and promotional tactics.
Chiew went on to say that the outcomes for suppliers were inconsistent. Flexible product strategies and distribution channels helped some flourish, while growing competition made it difficult for others. Chiew stated that "Vietnam is one of the most promising markets in 2025" in a prior quarterly report. He listed Vietnam's proximity to component suppliers, political stability, and developing infrastructure as major benefits for long-term investments in smartphone production.
In addition to these financial advantages, the introduction of 5G technology offers companies a great chance to broaden their product offerings and reach the expanding middle class.