A new report from Omdia shows TRANSSION, Xiaomi, and Samsung leading the Philippine smartphone market in the third quarter of 2025. The findings show how price-sensitive buyers continue to shape demand in the country.
TRANSSION, with its Infinix and TECNO devices, resonated with Filipino consumers. The brand’s affordable models helped it secure a big share in the entry-level segment.
Xiaomi followed closely, thanks to the POCO series and the launch of the Redmi 15, which included a 5G variant. This gave the company a boost among budget-conscious users who still want modern features.
Samsung also held a solid position. Its earlier rollout of the Galaxy A17 and A07 series supported sales in the mid-range and entry-level categories. While Samsung is usually stronger in premium markets like Thailand and Vietnam, its performance in the Philippines shows it can hold its own against lower-cost rivals.
OPPO ranked fourth, reflecting softer demand and adjustments in its sales channels. vivo came in fifth, supported by its strong Y-series and V-series models.
The report noted that more than 60% of smartphones shipped in Southeast Asia are priced below $200. Rising costs for memory and storage could put pressure on vendors, forcing them to balance between keeping prices low and protecting margins.
Samsung led the Southeast Asian region overall with 4.6 million units and an 18% share, driven by its premium devices in higher-priced markets such as Thailand, Vietnam, and Malaysia.
TRANSSION and Xiaomi continue to push for wider reach, while Samsung defends its share with a mix of premium and mid-range devices.
Also Read: Samsung and Apple lead as global smartphone shipments grow 2.6%
Analysts expect brands to be more aggressive in the coming months, especially as inventory levels improve and demand shifts toward affordable 5G phones.
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