Thailand’s 5G smartphone shipments increased 19% YoY in Q1 2024, amid a 2% YoY fall in overall smartphone shipments, according to Counterpoint Research.  Consequently, Thailand’s 5G smartphone shipment share climbed to 52% during the quarter, surpassing the 50% mark for the first time. 5G smartphones performed well in Q1 2024 as OEMs offered feature-rich devices.

The big surprise was that Apple‘s robust marketing strategy, coupled with ongoing discounts on iPhones, resulted in a double-digit YoY percentage growth in Q1 2024. The demand for the iPhone 15 continued to grow in Thailand, with the model accounting for 31% of Apple’s portfolio in Q1 2024, nearly double that of its predecessor, the iPhone 14. In 2023 Apple was tied for fourth place.

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Apple is catching up with Samsung that led the smartphone market in Q1 2024 with an 18% share, despite a 15% YoY decline in shipments. Samsung suffered significant losses primarily in the low-end segment (<$200) due to stiff competition from Chinese brands. Samsung has been focusing on the mid-range ($200-$399) price segment, where its shipments rose 56% YoY largely driven by the Galaxy A15 5G, Galaxy A25 and Galaxy A34.

Thailand's Outlook

Counterpoint notes that Thailand’s smartphone market started showing positive signs in March, with OEMs lining up to release new devices featuring the latest technology, including product enhancements, AI integration and long-lasting battery solutions. We can expect 5G smartphone shipments to rise further as 5G coverage rapidly expands nationwide and consumers increasingly adopt the technology.