SEOUL, May 25 (AJP) - Samsung Electronics retained its top position in smartphone market share across Latin America, the Middle East, and Southeast Asia in the first quarter of 2026, despite a broader global market slowdown and rising memory costs.
In Latin America, Samsung shipped 12.9 million units, reflecting a 9 percent year-on-year increase and securing a 37 percent market share.
This marks the company's highest quarterly share in the region since the first quarter of 2023. The overall Latin American market grew 3 percent to 34.8 million units during the period.
The company also maintained its lead in the Middle East and Southeast Asia, even as both regional markets contracted. The Middle East smartphone market shrank 6 percent year-on-year to 11 million units amid geopolitical uncertainties, slowing consumer sentiment, and rising memory costs. Nevertheless, Samsung held a 34 percent share in the region.
In Southeast Asia, total shipments fell 9 percent to 21.6 million units. Samsung shipped 4.6 million units in the region to take a 21 percent share, even as the average selling price (ASP) in the market surged 19 percent year-on-year to $349. Market research firm Omdia noted that Samsung managed to increase its share in this environment through continued brand investment and channel expansion.
Omdia attributed Samsung's performance across these regions to the solid initial sales of its flagship Galaxy S26 series and the diverse mid-tier A-series lineup. Industry analysts suggest that in the face of macroeconomic uncertainty and rising memory prices, consumers are gravitating toward proven brands that offer premium experiences and reliable after-sales service.
Globally, Samsung captured a 22 percent share of the smartphone market in the first quarter. During its recent earnings call, the company indicated plans to pursue year-on-year revenue growth in the second quarter, driven by the rollout of new A-series models
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