Apple will launch the iPhone 17 in South Korea as part of its first wave of releases, mirroring its approach with the iPhone 16 last year.

The US tech giant aims to challenge Samsung’s dominance in its home market, where Samsung’s smartphone market share reached 82% between January and July, according to Counterpoint Research.

Pre-orders for the iPhone 17 in Korea are set to begin on September 12, with official sales starting September 19.

Apple has made localized updates for Korean users, including Korean-language support in Apple Intelligence and Find My features.

The iPhone 17 lineup will introduce the iPhone 17 Air, at 5.5 millimeters thick, making it the slimmest iPhone to date.

Apple is expected to raise US$ iPhone 17 prices due to tariffs, which could also impact Korean retail prices.

Counterpoint Research said higher prices may reduce Apple’s total sales volume in Korea compared to last year.

🔗 Source: The Korea Times

🧠 Food for thought

1️⃣ Korea’s unique consumer behavior makes it valuable for testing global strategies

Apple’s decision to include Korea in first-wave iPhone launches after a 15-year gap reflects the market’s strategic importance beyond its size.

Korean consumers show exceptionally low brand loyalty compared to global markets, with 40% actively switching brands versus an 18% global average, according to Ernst & Young’s survey of 20,000 customers 1.

This behavior creates an ideal testing ground for product appeal. If Apple can succeed in a market where consumers readily abandon familiar brands, it signals broader global potential.

The strategy appears to be working, as Apple gained 4 percentage points in market share after moving Korea into its first-wave launch schedule for the iPhone 16 1.

Korea’s role as what industry officials call a “testbed for trending devices” means early success there can provide valuable data for broader market rollouts 1.

2️⃣ Retail expansion timing reveals coordinated market penetration strategy

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