The Vietnamese smartphone market witnessed a notable shift in Q1 2025 as Xiaomi officially surpassed Apple to secure the second position in market share distribution, according to the latest report by Canalys.
Specifically, Xiaomi attained a 19% market share in Vietnam during Q1 2025, reflecting a 4% growth compared to the same period last year. Meanwhile, Apple maintained its third position but slipped slightly to 18% market share. This marks the first time since Q4 2023 that Apple has been outperformed by a Chinese smartphone brand in Vietnam, considered one of the hottestly contested markets in Southeast Asia.
In Vietnam, Q1 is the most competitive time of the year due to the Tet Holiday season, which sees a surge in consumer demand.
The report also revealed that Samsung has reclaimed the top position with a 28% market share, while OPPO, the leading brand in Q4 2024 with 25%, dropped to fourth place with a 17% share, registering a 3% decline. realme maintained its fifth position with a 6% share but exhibited the highest growth rate among the top brands with a 16% increase.
Xiaomi’s success was not limited to Vietnam; it was the only smartphone brand to record positive growth in Southeast Asia during Q1 2025, as per Canalys. With a 17% regional market share, Xiaomi gained an additional 2 percentage points compared to the previous year, even as the overall market showed signs of slowing down post-pandemic and technological saturation.
According to Patrick Chou, General Manager of Xiaomi Vietnam, this success stems from a user-centric product development strategy, combining accessible pricing, consistent quality, and dedicated after-sales service.
“We are proud to continue earning the trust of Vietnamese consumers,” said Chou.
Furthermore, within Xiaomi’s portfolio in Vietnam, the Redmi Note 14 Series remained pivotal to the brand’s performance in the mid-range segment, recording over 240,000 orders in less than three months since its launch. In the premium segment, the Xiaomi 15 Ultra witnessed strong sales, selling out after just 9 days, underscoring significant consumer interest in their latest offerings.
After nearly a decade of presence in Vietnam, Xiaomi has established a diverse product portfolio, ranging from entry-level to premium segments. Surpassing Apple in Q1 2025 not only signifies a shift in market share rankings but also reflects Xiaomi’s enhanced competitiveness in an increasingly intense market landscape.
Thúy Hạnh
