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Samsung secured the top position in Thailand’s smartphone shipments during the third quarter of 2025, holding a significant 24% share of the market.

Based on data and insights from the global technology research and consulting company Omdia, this is probably because Samsung is promoting high-end devices, such as the Galaxy Z Fold 7, alongside budget-friendly options like the Galaxy A07 and Galaxy A17, which have attracted cost-sensitive buyers.

Chinese companies are also formidable, with OPPO having a 17% share of the market, followed by Xiaomi, Apple, and vivo. This competition demonstrates the fierce battle in the mid-range category, where affordability and functionality influence buyer decisions.

Apple’s advancement to the fourth position in the fourth quarter is significant, suggesting that Thai customers are becoming more open to purchasing high-end devices, marking a change from a market that was previously focused mainly on price.

In the future, Omdia analysts warn that increasing production expenses may put pressure on manufacturers. Entry-level models could need to either cut features or raise prices to preserve their profit margins.

Thailand’s smartphone market is very competitive, with third-quarter 2025 shipments experiencing a minor regional decline but maintaining strong performance locally. The market is estimated to be worth approximately $3.15 billion in 2025, although predictions indicate a slight reduction in growth over the coming years, as reported by the prominent online data and market research company Statista.

Provided by SyndiGate Media Inc.Syndigate.info).