Technology race and the wave of "premiumization"
In September 2025, Apple iPhone 17 officially launched globally, marking a new era of the A19 Bionic chip - the first generation fully optimized for on-device AI, allowing Siri to interact naturally and process images intelligently without a network connection. Just two weeks later, the Vietnamese mobile market continued to "heat up" with a series of launches from Samsung, realme, Xiaomi, Huawei, OPPO, HONOR, POCO and Redmi.
Samsung opens with the Galaxy S25 Series with the Galaxy AI platform, supporting live call translation, automatic photo editing and a 7-year software update commitment, aiming for a long-term, sustainable experience. The HONOR Magic V5, the world's thinnest foldable smartphone (4.1 mm when opened), makes its mark with a 5,820mAh Silicon-Carbon battery and AI deepfake detection, reflecting the technology trend of focusing on safety and personalization.
OPPO A6 Pro affirms “military-grade durability” with a 7,000mAh battery, 80W SUPERVOOC charging, IP69 standard, proving that the mid-range can now be “premiumized”. POCO M7 and Redmi Pad 2 Pro continue the strategy of “popularizing flagship technology” with 144Hz screen, Silicon-Carbon battery, price from only 4.29 million VND - proving the philosophy of “popularizing premium experiences”.
In particular, the highlight of October belongs to Xiaomi 15T Series, a series of devices that set a new sales record in Vietnam with a 150% increase compared to the 14T generation on the first day of sale. According to Mr. Neo Chen, Deputy General Director of Xiaomi Vietnam, the success of Xiaomi 15T Series demonstrates the increasingly strong trust of Vietnamese users in the brand.
The Xiaomi 15T and 15T Pro duo mark a strong step forward in the mid-high-end segment with a 5x Leica telephoto camera, Dimensity 9400+ chip, luxurious design and starting price from 13.99 million VND. This event not only helped Xiaomi surpass its domestic sales milestone but also brought the company to the top 3 fastest growing brands in Southeast Asia, with a 30% increase in the whole region.
According to Counterpoint Research, in the third quarter of 2025, high-end smartphones (VND 15 million and above) grew by 12%, while the entire market decreased by 5%. This shows that users are "shifting values", willing to pay more for durable products, strong batteries, and strong AI.
Canalys noted that Samsung still leads the Vietnamese market share with 26%, followed by Apple (20%), Xiaomi (18%), OPPO (16%), vivo (7%). Chinese brands, especially Xiaomi, are penetrating deep into the high-end segment, which used to be the exclusive playground of Apple and Samsung.
According to analysts, “premiumization” is a survival strategy. With global smartphone sales expected to grow by only 0.6% in 2025 (IDC), manufacturers are forced to increase the average value of each product instead of selling cheaply. The only way to survive is to elevate the experience to a higher level with technology, design and AI.
When users “burn money” on AI and the difference
According to data research and market analysis company Statista, Vietnamese people change their phones on average every 20 months, faster than the Asian region (26 months). The average selling price of smartphones in Vietnam in 2025 increased to 9.8 million VND, up nearly 30% compared to 2023. Part of the reason is the "new technology ownership mentality", phones are no longer just a communication tool but a technological statement, showing taste and status.
According to Bloomberg, Vietnam is among the top 5 countries with the fastest growing personal technology spending in Southeast Asia, reaching 230 USD/person/year, an increase of nearly 40% compared to 2022. At the same time, 0% installment policies, old-for-new exchange, and AI gifts make upgrading more "affordable", making users think they are saving money, but in reality, they are "burning money in parts".
As for businesses, “burning money” is in the AI race. Each company has its own “artificial intelligence”: Apple integrates “Siri Intelligence” to help write, summarize and translate directly on the device; Samsung Galaxy AI instantly translates calls; HONOR MagicOS 9.0 AI learns user habits; Huawei Harmony Intelligence analyzes image context; Xiaomi HyperOS 2 AI optimizes battery and Leica camera with machine learning algorithms; OPPO AI LinkBoost speeds up the network and reduces latency for games... All are aimed at an “absolutely personalized” experience, where the phone understands the user better than they do.
According to experts from the global technology market research and analysis firm Canalys, AI is the “new core of competition”. Companies that optimize AI better, faster, more accurately, and save battery will retain users longer. But this is also what causes companies’ R&D costs to increase by an average of 20-30%, creating pressure on profits. Companies are forced to sell more expensive products, which means consumers have to pay more for smart experiences.
The interesting thing is that consumers and manufacturers are "burning money" together. Users "burn" to update trends; and companies "burn" to survive in the technology game that has no room for slowness.
However, the positive side is the benefit of spreading technology, features that were once exclusive to iPhone or Galaxy Ultra such as 80W fast charging, 120Hz screen, AI camera, IP68 water resistance are now popular in the price range of 7 - 10 million VND. This means that ordinary users also benefit from the "premiumization" race.
Source: https://baotintuc.vn/khoa-hoc-cong-nghe/thi-truong-smartphone-2025-cuoc-dua-ai-va-lan-song-dot-tien-toan-cau-20251015104050243.htm
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