Samsung Surpasses Xiaomi to Lead Indonesia’s Smartphone Market in Q3 2025
Samsung took the lead in Indonesia’s smartphone market during the third quarter (Q3) of 2025, overtaking Xiaomi. According to research firm Counterpoint, Samsung’s smartphone shipments rose by 30% year-over-year (YoY), capturing a 20% market share during this period.
Xiaomi secured the second position with a 17% market share, marking a 5% increase in shipments. Following Xiaomi, OPPO held 16% of the market, while Vivo experienced a significant decline with a 6% drop in shipments, reducing its market share from 17% to 14% compared to Q3 2024.
Surge in Entry-Level Devices and 5G Adoption
The Indonesian smartphone market expanded by 12% in Q3 2025. This growth was driven by strong demand for entry-level devices priced under $200, affordable 5G smartphones, and increasing adoption of generative AI (Gen AI) technologies. Ridwan Kusuma, Senior Analyst at Counterpoint Research, highlighted that consumer confidence and the introduction of competitive models contributed to this positive trend.
Devices priced below $150 experienced a remarkable 42% growth, fueling the market momentum. Conversely, shipments in other price brackets declined: smartphones priced $150-$349 dropped by 10%, $350-$699 by 11%, and devices above $700 fell by 14%. These figures reflect tougher purchasing power and a consumer shift towards cost-effective options with advanced features.
Infinix Gains Strong Momentum in Entry-Level Segment
In addition to Samsung’s performance, Infinix saw a substantial 45% YoY increase in smartphone shipments, maintaining strong growth in the entry-level segment. This trend confirms continued consumer preference for affordable devices equipped with modern connectivity features like 5G.
Market Dynamics and Future Projections
The overall smartphone penetration in Indonesia stabilized at 35% in Q3 2025, supported by the availability of budget 5G models and expansion of mid-range devices. Counterpoint Research predicts that generative AI features will become accessible in smartphones priced below $100 by 2028.
Ridwan Kusuma explained that advancements in cloud AI technology are a key driver. Cloud processing reduces the burden on the smartphone’s hardware, enabling sophisticated AI capabilities even on low-cost devices.
Emerging markets like Indonesia and Thailand are among the earliest adopters of Gen AI-powered smartphones, reflecting high consumer openness and rapid technology diffusion in these regions.
Summary of Market Share and Growth Rates Q3 2025
- Samsung: 20% market share (+30% YoY shipment growth)
- Xiaomi: 17% market share (+5% YoY shipment growth)
- OPPO: 16% market share
- Vivo: 14% market share (-6% YoY shipment decline)
- Infinix: Significant 45% YoY shipment growth (entry-level segment)
The Indonesian smartphone market in Q3 2025 underscores a competitive landscape shaped by affordability, technological innovation, and evolving consumer preferences. Samsung’s rise to the top signals its successful strategy in meeting local demand for value-packed smartphones with advanced connectivity and AI-powered features.
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