According to Counterpoint Research, the five best-selling smartphones in Vietnam during the first quarter of 2025 were the Xiaomi Redmi Note 14, Samsung Galaxy A06, Apple iPhone 16 Pro Max, Samsung Galaxy A16 5G, and OPPO Reno13 F 5G.

Among them, the iPhone 16 Pro Max stood out as the sole high-end model, retailing at approximately 34.99 million VND (about 1,375 USD).

Counterpoint attributes the Redmi Note 14’s strong sales to its launch just before Lunar New Year and its abundant supply. Shipment figures show more than 350,000 units of this model were delivered to the Vietnamese market.

Samsung’s Galaxy A06 came second, driven by competitive pricing and aggressive efforts to expand market share. However, Samsung’s total shipments dropped 13% year-over-year, though it maintained its top position with 28% market share.

For the iPhone 16 Pro Max, Counterpoint noted that Apple continued to attract demand through discounts and retailer promotions. Shipments of iPhones in Vietnam rose by 37% year-over-year in Q1, helping Apple secure third place among the top six smartphone brands by volume.

Notably absent from the list were the standard iPhone 16 and iPhone 16e, despite the iPhone 16 being the best-selling smartphone globally during the same period. The iPhone 16e, ranked sixth worldwide in March sales, also did not make the cut in Vietnam.

Explaining this trend, Nguyen Ngoc Dat, CEO of Di Dong Viet, said: “Vietnamese users tend to prefer premium iPhone variants, especially the Pro Max line, thanks to its elegant design, powerful specs, and superior user experience.” Despite being more accessible in price, models like the iPhone 16 and 16e are not favored.

Sharing the same perspective, Nguyen Lac Huy, communications director at CellPhoneS, added: “In Vietnam, smartphones serve not just as tools for daily use but as fashion accessories. It’s easy to see why the iPhone 16e hasn't resonated well, accounting for under 3% of iPhone sales. The most sought-after model remains the iPhone 16 Pro Max.”

He further explained that the iPhone 16e, which starts at 16.99 million VND (around 670 USD), competes directly with in-house rivals. The iPhone 14 has been discounted to 12.99 million VND (approx. 512 USD), and the iPhone 15 to 15.79 million VND (approx. 623 USD). Despite the iPhone 16e offering competitive performance, capable cameras, and good value for money, it still fails to win over Vietnamese users.

According to Counterpoint, Vietnamese consumers are increasingly prioritizing advanced features and 5G connectivity. As a result, they are moving away from smartphones under 200 USD and shifting toward the 200–400 USD range, which saw 19% growth in Q1. The firm also noted that the premium segment (above 600 USD) is expected to remain resilient despite potential US tariffs.

Du Lam