The Philippine smartphone market is navigating a sharp regional downturn, but TRANSSION continues to lead the country’s smartphone shipments while HONOR has entered the top five vendors for the first time, according to Omdia’s second-quarter 2026 research.
Southeast Asia’s smartphone shipments declined 23% year on year in 2Q26 to 19.3 million units, the lowest quarterly level since 2014. The market’s value proved more resilient, reaching $6.6 billion as average selling prices increased 31% to $342.
TRANSSION Maintains Philippine Lead
TRANSSION remained the most exposed major vendor to Southeast Asia’s entry-level segment, even as its portfolio shifted toward higher price points. Its shipments below $100 declined 47% in 2Q26, while shipments in the $100–199 range grew 12%. That made the latter TRANSSION’s largest price band during the quarter.
The company’s changing mix was supported by newer devices launched at significantly higher prices than the models they replaced, including the Infinix Hot 70 and Tecno Spark 50 4G. Despite declining demand for the lowest-priced smartphones, TRANSSION’s scale in entry-level devices helped it retain the leading position in the Philippines.
Omdia expects countries with greater exposure to entry-level devices and open-market retail channels, including the Philippines, to experience larger declines as prices continue to rise.
HONOR Reaches the Top Five
HONOR’s arrival among the Philippines’ five largest smartphone vendors marks a first for the brand in the market. This comes as manufacturers adjust their product portfolios and consumers face higher device prices across multiple segments.
The broader market shift has pushed more demand into the $100–199 category, which expanded from 32% to 39% of total Southeast Asian shipments. However, shipments above $100 still declined 2% overall, indicating that some displaced entry-level demand moved upward while another portion left the market entirely.
HONOR’s entry into the top five therefore comes against a challenging backdrop. Vendors are competing not only for volume but also for sustainable pricing, with reduced discounting and higher launch prices reshaping the market.
Prices Pressure Shipments
Samsung gained market share despite raising prices on the Galaxy A07 and A17 after launch. Xiaomi’s average selling price rose 43.5%, although its shipments declined 21%. OPPO’s shipments below $100 plunged 96%, while its $100–199 shipments fell 25%. vivo also moved most of its entry-level models above $100, reducing its sub-$100 share from 32% to 5%.
Omdia forecasts that Southeast Asian smartphone shipments will fall 25% year on year to 75.3 million units in 2026. Rising memory costs are expected to add pressure in the second half as devices using lower-cost inventory are replaced by products reflecting current component prices.
Frequently Asked Questions (FAQ)
Q: Which company led the Philippine smartphone market?
A: TRANSSION retained the leading position in the Philippines.
Q: What milestone did HONOR achieve?
A: HONOR entered the Philippines’ top five smartphone vendors for the first time.
Q: How did TRANSSION’s price mix change?
A: Its sub-$100 shipments fell 47%, while shipments in the $100–199 range grew 12%.
Q: How much did Southeast Asian smartphone shipments decline in 2Q26?
A: Shipments fell 23% year on year to 19.3 million units.
Q: What is Omdia’s 2026 regional forecast?
A: Shipments are forecast to decline 25% year on year to 75.3 million units.
Emman has been writing technical and feature articles since 2010. Prior to this, he became one of the instructors at Asia Pacific College in 2008, and eventually landed a job as Business Analyst and Technical Writer at Integrated Open Source Solutions for almost 3 years.
Emman Tortoza
Emman has been writing technical and feature articles since 2010. Prior to this, he became one of the instructors at Asia Pacific College in 2008, and eventually landed a job as Business Analyst and Technical Writer at Integrated Open Source Solutions for almost 3 years.
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