Prior to 2010, Vietnam and India made up one percent of the global smartphone export market share. In 2022, Vietnam’s market share was 12 percent, while India's was 14.5 percent.

Technology retail systems hope that the mobile phone market will rebound during the Lunar New Year (Tết) season after going through a difficult December.

Representatives of Apple's authorized retail stores in Vietnam said that selling iPhone products was no longer a big money maker. For the latest iPhone 15 series, they may break even or even incur a loss.

Apple authorized resellers in Vietnam will take orders for iPhone 15 based on the number of phones allocated to them instead of selling on demand.

Retailers have already sold out iPhone 15 series and iPhone 15 Pro Max version for a few minutes once online sales opened at 00:00 on September 22 in Vietnam for pre-order customers.

The Lite series is shaped by Xiaomi as mid-range and near high-end phones are aimed at young people featuring flashy, compact designs and quality cameras.

The latest introduction of a standardised framework by Apple’s online store in Vietnam is likely to redefine the competitive landscape, creating a level playing field for retailers and raising the expectations of customers.

A new report by Counterpoint Research highlights the intricate dynamics of the Vietnamese smartphone market, which has encountered formidable obstacles.

It is hard for Apple’s new online store in Viet Nam to compete with local retailers due to its uncompetitive prices, several of them said.