Lee Gyu-lee is a business writer at The Korea Times, focusing primarily on IT & telecommunications, the Ministry of Trade, Industry and Energy and KOTRA. Prior to this, she has covered a wide range of cultural news, from film, television and K-pop to lifestyle and fashion.
Apple seeks to chip away Galaxy's share with early launch of iPhone 17
A woman walks past an Apple logo at an Apple store in Paris, France, Aug. 17. Reuters-Yonhap
By Lee Gyu-lee
Korea again included as initial release country
Apple is hoping to chip away at Samsung Electronics' share in the Korean smartphone market by including the country in the list of first-wave launches for its upcoming iPhone 17 for the second time, following last year's release of the iPhone 16. The decision signals that Apple is doubling down in its attempt to challenge Samsung in its home market, widely considered a testbed for new items.
According to telecom officials, Sunday, Apple is expected to unveil its latest iPhone model on Sept. 9 (U.S. time), with pre-orders opening on Sept. 12 in Korea and official sales starting on Sept. 19 at 8 a.m. (local time).
After launching the iPhone 3GS as initial-release in Korea in 2009, Apple sidelined Korea from its first-launch schedule until the iPhone 16 rollout in 2024.
Since last year, Apple has placed Korea at the front of the line for the iPhone 16 and 16e, alongside the United States, Japan, the United Kingdom and China. It also introduced localized updates, including Korean-language support in Apple Intelligence and the Find My feature.
Industry officials said the shift in Apple's strategy reflects Korea's strategic importance as a testbed for trending devices, as its consumers are sensitive to trends and do not hesitate to spend money on goods they feel offer good value.
According to a July survey of 20,000 global customers by Ernst & Young, Korean consumers show relatively low brand loyalty, prioritizing product value instead. In the survey, 40 percent of Korean consumers actively switched brands, while 31 percent were indifferent, far higher than the global average of 18 percent. Ernst & Young characterized the Korean consumer goods market as intensely competitive, with an abundance of high-quality alternatives.
Apple’s decision to include the Korean market in the initial launch has helped the company bolster sales quickly. By moving up its launch schedule last year, Apple boosted its third-quarter market share by 4 percentage points from a year earlier.
Iphone 16 models displayed in an Apple store in Shanghai on April 10. AFP-Yonhap
The iPhone 17 lineup comes with notable changes. The Plus model will be replaced by the sleek iPhone 17 Air, which is just 5.5 millimeters thick, making it the slimmest iPhone to date. With Samsung holding the high ground with its ultra-slim Galaxy S25 Edge and Galaxy Z Fold 7, the competition will center on which company's sleek designs can appeal to consumers more.
Despite Apple’s renewed push, the impact may be limited.
Unlike last year, the local market has swung heavily in Samsung’s favor, with strong sales of the Galaxy S25 series and the Galaxy Z Fold 7. According to market tracker Counterpoint Research, between January and July, Samsung’s market share topped 80 percent for the first time, reaching 82 percent and pushing Apple’s share below 20 percent during the same period.
Pricing is another concern. Apple is expected to raise iPhone 17 prices in the U.S. due to tariffs on imports, a move that will likely have ripple effects on retail prices in Korea as well.
“Unlike Samsung, which has kept the prices for its new products frozen or only slightly raised, it is inevitable that Apple raises the price of its new lineup due to tariff issues,” the market researcher Counterpoint Research said in its report earlier this month. “That price hike could weigh on consumers, raising the likelihood that Apple’s total sales volume may shrink compared to last year.”