iPhone 16e boosts Apple's global sales but struggles in Vietnam

A month after its release, it is being sold at VND16.3 million (US$626) for the 128GB model, VND700,000 (4.3%) less than its official listed price.

Yet demand remains low, with the model reportedly selling fewer units than several older iPhone versions.

"At our stores, the iPhone 16e accounts for just 3–4% of total iPhone sales," Van Thi Ngoc Yen, Apple category director at electronics retailer Di Dong Viet, told Dan Tri newspaper.

While admittedly double as popular as previous SE models, it falls short of the iPhone 15 and iPhone 15 Plus, he said.

Nguyen Lac Huy, spokesperson for another retailer, CellphoneS, concurred with him, saying the 16e makes up just 5% of iPhone sales, underwhelming for a newly launched device.

The iPhone 16e. Photo by VnExpress/Tuan Hung

Industry analysts point out that Vietnamese consumers typically prefer iPhones with larger displays, advanced cameras and new features, all areas where the 16e falls short.

It lacks MagSafe charging and has only a single rear camera, also possibly explaining the lukewarm response, a Minh Tuan Mobile spokesperson said.

"On the other hand, The Pro Max models consistently rank among the bestsellers in every new iPhone release."

Despite its strong performance and battery life, the 16e is being overshadowed in its price range by the iPhone 15, which is popular for its colorful design and dual-camera setup.

But on the global stage the 16e is driving Apple’s sales.

According to Counterpoint Research, Apple overtook Samsung to become the world’s top smartphone brand in Q1 2025 because of strong demand for the 16e.

By launching the model earlier in the calendar year, Apple is revamping its sales cycle and challenging Android manufacturers, particularly Samsung, tech site Apple Insider reported.