According to a recent Canalys report, Samsung has maintained its lead in Vietnam’s smartphone market, while Apple has edged past Xiaomi to claim second place.

Canalys has released its Q2 Southeast Asia smartphone market report. In Vietnam, Samsung held onto the top spot in shipments, although its market share dipped slightly from 28% to 26%. Apple rose to second place with 20%, surpassing Xiaomi, which slipped to 18%. Rounding out the top five were Oppo with 16% and vivo with 7%.

The Southeast Asian smartphone market as a whole contracted by 1% year-over-year to 25 million units. Canalys noted increasing demand for Samsung’s 5G devices in countries such as Vietnam and Singapore, fueled by models like the Galaxy A06 5G and 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.”

Currency volatility, particularly the weakening of the U.S. dollar, is also affecting purchasing power and retail pricing in local markets. This forces manufacturers to adapt pricing and promotional strategies to stay competitive.

Chiew added that suppliers experienced mixed results. Some succeeded thanks to flexible product strategies and distribution channels, while others struggled against intensifying competition.

Vietnam rising as a key market for Apple

In a previous quarterly report, Chiew noted, “Vietnam is one of the most promising markets in 2025.” He cited Vietnam’s political stability, improving infrastructure, and proximity to component suppliers as key advantages for long-term smartphone manufacturing investments.

On top of these economic benefits, the rollout of 5G technology presents a valuable opportunity for brands to expand their 5G product lines and target the growing middle class.

The Q2 rankings reflect these dynamics. According to Chiew, Xiaomi’s market share decline from 19% to 18% is partly due to its limited competitiveness in the 5G segment - unlike Samsung, which leveraged strong partnerships with retailers and mobile operators to dominate the space. “Xiaomi still holds firm in the value 4G segment but risks losing ground as 5G adoption accelerates,” he predicted.

In contrast, Apple’s share in Vietnam grew from 18% to 20%, bolstered by stable macroeconomic conditions and a clear consumer shift toward premium products. The average selling price (ASP) of Apple devices in Vietnam hit a record high, driven by rising purchasing power and the expansion of financial solutions that reduce upfront costs.

This environment plays to Apple’s strengths: a status-symbol brand, a tightly integrated ecosystem, and a product lineup that aligns with Vietnamese consumers’ increasing appetite for high-value tech.

Chiew revealed that “Vietnam’s contribution to iPhone 16 Pro Max shipments is among the highest globally, accounting for nearly half of all iPhones shipped to the market.”

He also sees Vietnam as a potential Tier-1 market for Apple in the future. The launch of Apple’s Vietnamese website in 2022 marked a significant brand commitment. The logical next step, Chiew said, would be opening a flagship Apple Store - both as a brand statement and a powerful retail channel in major cities.

“This store would solidify Apple’s leadership in the premium segment, strengthen customer engagement, and capture a larger share of the fast-growing spending on high-end devices in Vietnam,” Chiew concluded.

Du Lam