A recent report by market intelligence group Counterpoint has shown that there was a 13% decline in smartphone shipments in the five key countries in the Southeast Asia region: Indonesia, Thailand, Philippines, Vietnam, and Malaysia in Q1 2023, amid low demand and a seasonal decline that caused this decrease.

Interestingly, Apple was the only vendor that registered an increase in shipments growing 18% YoY from the first quarter of 2022 on the back of increased demand for iPhone 13/14 in the quarter. Vietnam and Indonesia are some of the countries with a growing Apple iPhone market that fueled this growth.

Meanwhile, all other vendors experienced a marked decline, with Vivo taking the most hit with a 26% YoY decline. Samsung was also hit badly as it reported a 18% drop, however, it continued to lead the overall market share in the region.

It is worth noting that, although all five key countries experienced a decline in the first quarter of 2023, some were hit harder than others. Vietnam, for example, saw low shipment sales in Q1 2023, while Indonesia and Thailand did comparatively well than the other countries as demand started improving in March 2023.