Apple falls out of the top 5 major smartphone brands in Vietnam

Once held the third position in the market, but Apple was surpassed by younger competitors in the Vietnamese smartphone market.

The latest report of Canalys shows that Apple is no longer in the 5 major smartphone companies in Vietnam. In the third quarter of 2020, Samsung, Oppo, Xiaomi, Vsmart, Vivo are the leading names in the market. This is the second consecutive quarter that the iPhone has not appeared on the list.

Canalys statistics based on the number of machines imported or sold to distributors, retailers (sell-in shipment); not relying on the machine sold to the user.

A customer experiences an iPhone inside a phone store. (Photo: Hai Dang)

Data from another market research firm in September and October 2020 showed that Apple ranked 7th, just behind Realme (6th) and 5 above brands. Apple keeps around 5% of smartphones sold in Vietnam depending on the time in September and October.

From about two years ago, Apple had at times held the third position of the top smartphone company in Vietnam. However, Apple’s market share is slowly occupied, decreasing from about 10% to around 5% as currently.

In recent two years, emerging brands such as Xiaomi, Vivo, Realme, and Vsmart have in turn increased their market share, pushing Apple out of the group of 5 best-selling smartphone brands. The two names Samsung and Oppo are still the No. 1 and the runner-up, but the data shows that the market share of the two companies is decreasing.

About 4-5 years ago, Apple lost third place to Mobiistar. After Vietnamese phone company left the market, Xiaomi emerged, pushing Apple to fourth place. Next, in the last two years, Vivo, Realme, Vsmart gradually entered the top 5, causing Apple to drop to 7th place as present.

Canalys statistics show that, in the third quarter of 2020, Xiaomi grew strongly, 114% annually, Vivo growth 75%.

In Southeast Asia, the top 5 major smartphone brands are Samsung, Vivo, Oppo, Xiaomi, and Realme. Apple is still not on this list.

However, the US phone company is still in the top 5 globally. Accordingly, Samsung, Huawei, Xiaomi held the first 3 positions, Apple ranked 4th and Vivo ranked right behind.

However, Apple has reason to worry when its annual growth is negative 1%. Among Canalys’s top 5, only Apple and Huawei saw a drop in growth, while the remaining three had higher sales than last year.

A report by Digiworld – a major technology distributor in Vietnam – estimated that iPhone officially distributed by Apple accounts for only about 60% of the domestic market, the rest is imported from other countries. This can be understood relatively that Apple’s actual market share may be around 10%. The other brands in the top 5 have almost no portable products.

With the market pie being nearly half occupied by informal sources, Apple has recently made adjustments – for example, the price of the iPhone is not significantly different from the portable product, and when to bring the iPhone. selling officially in Vietnam was earlier than before.


Apple stores appeared on the

Apple stores appeared on the “golden land” of Hanoi

When passing Hang Bai Street (Hanoi), many people will be attracted by a store with a large “missing apple” logo, modern design style and Apple signboards.


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