Indonesia Smartphone Shipments Fall 9% YoY in Q1 2026; Premium Segment Surges

30% growth for the Premium segment; entry level (<$150) declining 19%. In a declining market. Apple seems to be booming.

Indonesia smartphone shipments declined 9% YoY in Q1 2026 as consumers delayed upgrades.

OPPO maintained its top spot during the quarter, despite a 24% YoY drop in shipments, helped by an expanded mid‑range portfolio that cushioned the impact of rising component costs.

Xiaomi led the market with a 21% share by leveraging entry-level upgrades and a stronger retail presence.

Samsung drove 8% YoY growth through stable supply management and premium S26 momentum.

Premium (>$600) smartphone shipments hit a record high with 8.3% share of the total market, while the entry-level tier (<$150) plummeted.

Source: Counterpoint Research

NB: The "Others" captured a 16% share in Q1 2026, up f…

…rom 8% in Q1 2025, primarily driven by Apple due to a low base in Q1 2026 when the brand faced a ban in Indonesia. Apple has been growing consistently since the ban was lifted in April 2025. 

Apple’s rise also boosted the premium (>$600) segment. By price band, the premium segment stood out in Q1 2026, reaching its highest contribution on record at 8.3% of shipments and posting 30% YoY growth. This mix shift is already pushing ASPs upward, highlighting the continued momentum of premiumization, as brands prioritized higher tiers to offset weak consumer sentiment in the entry‑level segment. In contrast, the entry-level segment (<$150) saw a sharp 19% YoY decline.

Similar situation in Latin America and China (and probably India). This even before the memory crunch hits and crushes the low end.