Overview: The Southeast Asia smartphone market declined for second consecutive quarter witnessing 3% YoY decline in Q2 2025 due to uncertainties caused by Trump tariff and weaker consumer demand. Indonesia and Vietnam contributed most to decline. Samsung led the region with 19% market share and was fastest growing among top five brands. Though H2 looks better due to improved macroeconomic environment, it will not offset the loss in H1, leading the overall market to decline in 2025.