Apple iPhone 17 Launches in Korea to Rival Samsung

 

Apple is set to launch the iPhone 17 in South Korea as part of its first-wave global release, continuing the strategy it adopted with the iPhone 16 last year.

Pre-orders will open on September 12, with official sales starting September 19. The move underscores Apple’s ambition to challenge Samsung’s 82 percent market dominance in its home market, according to Counterpoint Research. The iPhone 17 lineup includes the iPhone 17 Air, just 5.5 millimeters thick, making it the slimmest iPhone ever. Apple has also introduced localized features for Korean users, such as Korean-language support in Apple Intelligence and Find My, strengthening its appeal to local consumers.

Key Highlights

• Apple to launch iPhone 17 in Korea on Sept 19, with pre-orders Sept 12
• Slimmest-ever iPhone 17 Air (5.5mm) debuts with Korean-focused features
• Apple targets Samsung’s 82 percent market share in a key “testbed” market

Pricing, however, may be a hurdle. Apple is expected to raise iPhone 17 prices due to tariffs, potentially reducing overall sales volumes compared to last year. Yet Korea’s inclusion in the first-wave launch after a 15-year gap signals the market’s strategic value.

Industry experts note that Korean consumers show low brand loyalty, with 40 percent willing to switch brands compared to a global average of 18 percent, making it a critical testbed for new devices.

Also Read: Apple Posts Highest Revenue Growth Since 2021 at $94B

Apple’s earlier decision to prioritize Korea paid off, as it gained 4 percentage points in market share following the iPhone 16’s early release. The company has also invested heavily in its Korean retail footprint, opening its largest store in Myeongdong (2022) and a flagship in Gangnam (2023). This retail-first approach demonstrates Apple’s long-term commitment to Korea, not just as a sales market but as a strategic launch hub with global implications.