Latin America, the Middle East, and Southeast Asia all crown Samsung as No. 1
Vendor focuses on profitability as memory costs rise and demand softens
Samsung Electronics announced it secured the top smartphone market share in Latin America, the Middle East, and Southeast Asia in the first quarter of 2026. The company strengthened its position in key emerging regions despite weak global demand and rising component costs.
In Latin America, smartphone shipments reached 34.8 million units in the first quarter, up 3% year over year. Samsung shipped about 12.9 million units and captured a 37% share, the highest quarterly level since early 2023. Research firm Omdia said Galaxy A series models supported Samsung’s performance, while demand for devices priced above 500 dollars remained resilient.
The Middle East smartphone market contracted despite pre-Ramadan stocking and new model launches. Shipments fell about 6% year on year to around 11 million units amid economic uncertainty and higher memory costs. Samsung maintained its top spot with a 34% share. Omdia noted that the Galaxy S26 and the broader A-series portfolio helped the company defend its lead in both the premium and mid-range segments.
Southeast Asia saw a sharper decline in volume alongside higher prices. Smartphone shipments in the region dropped 9% to 21.6 million units, while the average selling price rose 19% to 349 dollars. Samsung shipped roughly 4.6 million units, giving it a 21% share and placing it first in the market. Omdia said vendors in the region prioritize profitability over scale, favoring brands with strong channels and after-sales networks.
Globally, smartphone shipments in the first quarter grew about 1% year over year, and Omdia expects a challenging second half amid macroeconomic and geopolitical risks. The firm highlighted that buyers are paying closer attention to practical factors such as battery life, camera, display quality, durability, and after-sales support, which benefit established brands. Samsung told investors on its first-quarter earnings call that it will drive year-on-year revenue growth in the second quarter with new Galaxy A series launches while managing profitability in a high-cost environment.
By Min Byung-kwun, KDFN
kdf＠kdfnews.com
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