Apple Increases Shipments in Southeast Asia Despite Declining Smartphone Market

Apple managed to increase iPhone shipments by 18% in Southeast Asia last quarter, despite a 13% decline in the smartphone market, reports Counterpoint Research. Southeast Asia's five key countries include Indonesia, Thailand, Philippines, Vietnam and Malaysia.

All key SEA countries saw a decline in Q1 2023 but some more than others. Countries like Vietnam received relatively more shipments in Q4 2022 and so OEMs felt the need to reduce volumes in Q1 2023. Consumer sentiment has not completely revived in Vietnam. Factors like a 10% fall in Samsung's production, seasonally low smartphone demand after Q4 2022, and reduced revenues for OEMs and operators were also among the driving factors. Indonesia and Thailand did comparatively well than the other countries as demand started improving in March 2023.

Vietnam is described by Counterpoint as a growing Apple iPhone market that saw good demand for the iPhone 13 and 14 series last quarter. Indonesia also saw growth in iPhone shipments. Overall, iPhone shipments grew 18% YoY in Q1 2023. Vivo shipments were down 26% and Samsung shipments were down 16%. See the chart for more details...




Commenting on the SEA economies in 2023, Senior Analyst Glen Cardoza said, "Southeast Asia is at a stage where different consumer types are behaving in a different manner. Low-end smartphone buyers are recovering but they are not just there yet. Mid-to-high-end smartphone buyers are holding on to their wallets and extending the ownership of their phones, while high-to-premium smartphone buyers are unaffected by the economics of the situation. These consumers are going out and choosing to buy the S series, foldables and iPhones. While 5G is becoming a norm, operators are coming out with creative packages and providing options for all types of smartphones. The coming months are likely to see a bit more improvement in consumer sentiment while governments make sure that their countries remain largely unaffected by global macro issues."

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