Baek Byung-yeul is a journalist at The Korea Times focused on cultural content, including films and cultural events in South Korea. You can contact him at baekby@koreatimes.co.kr to share your insights.
LG Electronics begins iDevice sales at its brand stores
Apple's iPhones are displayed at LG Electronics' Best Shop store in Seoul, Monday. Korea Times photo by Baek Byung-yeul
By Baek Byung-yeul
By Baek Byung-yeul
On Monday, which was a statutory holiday because of National Liberation Day the day before, something surprising happened at an LG Best Shop selling LG's home appliances in Seoul's affluent Gangnam area.
In these pandemic times, stores have seen fewer visitors ― but those who ventured into LG's brand store saw Apple's iPhone 12 smartphones on display. One customer there stated, “I had heard that LG has started selling iPhones.”
For Korean consumers, who typically visit Samsung Digital Plaza or LG Best Shop to purchase each brand's electronic devices or home appliances, seeing overseas competitor Apple's gadgets in a local official LG store was something new.
The surprising sight could be possible as LG Electronics had announced earlier that it would begin sales activities of iPhones starting this month after the company withdrew from its mobile business as of July 31. With the decision, consumers can try out and purchase Apple devices at around 150 of LG Best Shop's more than 400 stores across the nation.
Customers looking for Apple's iPhones can be guided by a sales representative to display stands to see not only iPhones but also other Apple gadgets ― such as Apple Watches and iPads ― and staff can explain in detail about differing specifications and pricing of various models.
“We began displaying Apple devices at our store starting from Sunday and have started official sales activities today. As today is the first day of selling iPhones, a few customers visited our store and tried them out,” the representative said.
The salesperson said customers can buy the smartphones only under the condition of contracting with one of the three major mobile carriers here ― SK Telecom, KT or LG Uplus.
Regarding if Samsung smartphones would also be sold in LG stores, the employee answered, “I think only Apple smartphones will be sold.”
Apple's PCs and laptops are excluded as LG doesn't want to see disruptions in sales of its own computer products.
Industry watchers were saying selling iPhones at LG stores could be a win-win for both LG Electronics and Apple, as LG can expect that offering iPhones at its stores could enable Apple fanatics, mostly younger people, to turn their eyes to LG's other products, while Apple is now able to dispel criticisms over operating only two official Apple Stores in Korea.
A visitor to the LG store showed a positive reaction to seeing iPhones on sale there, saying he thinks LG made a good choice by providing more opportunities for people to try iPhones at its stores.
“Unlike other countries where Apple has launched dozens or hundreds of Apple Stores, it was pretty difficult to see Apple devices in Korea. Of course, I don't know how people will react to LG selling Apple devices but I think it's good that LG offers much better access for people who want to try out Apple devices,” the visitor said.