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Thailand, Vietnam Power Apple iPhone’s Highest-Ever Sales in SE Asia

Apple Central World is nestled in the heart of Ratchaprasong, Bangkok’s iconic intersection.
Apple Central World is nestled in the heart of Ratchaprasong, Bangkok’s iconic intersection.

Thailand helped drive Apple Inc. sales to their highest-ever level in Southeast Asia in 2021.

Counterpoint Research said Apple sales grew 68% year-on-year key Southeast Asian countries, driven by Thailand and Vietnam. Sales were spread across the iPhone 11 and 12 as well as the launch of the iPhone 13.

Overall, smartphone shipments in key Southeast Asian countries – Indonesia, Thailand, Philippines and Vietnam –surpassed prepandemic levels, reaching 96 million units and growing 5% year-on-year.

Even though there was a brief slowdown in Apple shipments in H2 2021, the brand sold more of the 11 and 12 series iPhones at the start of the year and towards the end as well. Thailand and Vietnam came up as the drivers for the premium brand.

In Vietnam – which likely won’t get an official Apple Store for two or three years – Apple still was the fastest growing brand in the fourth quarter of 2021 in year-on-year terms. By a hair’s breadth, it surpassed Xiaomi to capture the fourth highest market share during the quarter.

“Apple enjoys a good place among Vietnamese consumers,” said Counterpoint Senior Research Analyst Ivan Lam. “In 2021, Apple enhanced its distribution strategy in Vietnam. It pushed online sales through Lazada Apple flagship stores and boosted “Mini Apple Stores” by working with retailers.”

He noted there already are Apple Zones in Thegiodidong stores and F.Studio in the FPT shops system.

Boosted by growing 5G coverage, Apple and its’ 5G iPhone 12 and 13, showed the highest year-on-year growth ever in 2021 at 119% due to a massive Q4 growing a whopping 299%.

In November, Doan Van Hieu Em, CEO of Mobile World Joint Stock Co., predicted that in the next two years, Vietnam would move up to the second of three tiers of Apple’s most important countries.