Apple's fourth store opens in Lotte World Mall on Saturday

Apple opens its forth store in Korea on Saturday, but it won't have the iPhone 14 because Korea was once again excluded from the countries that got the first batches.  

Apple's new store is located in the Lotte World Mall in Songpa District, southern Seoul. [APPLE KOREA]

Apple opens its fourth store in Korea on Saturday, but it won't have the iPhone 14 because Korea was once again excluded from the countries that got the first batches.

Two days before the opening, Apple Korea took reporters Thursday on a tour of the store on the first floor of Lotte World Mall in Songpa District, southern Seoul

Asked when the newest models of iPhones and Apple Watches will be available, managers at the store said they didn't know. The schedule has not yet been decided.

They have been selling in some countries including the U.S., China, U.K., France, Germany, India, Japan and the UAE since Sept. 16.

Older models such as iPhone 13s and Apple Watch 7s were on display.

A pick-up station at the Apple Store in Songpa District. [APPLE KOREA]

A notable feature of the store comes with the Apple Pickup station. A number of drawers connect the retail space and warehouse of the store. As soon as in-stock items are placed in the drawers, staff can bring them straight to customers, saving lots of time.

The store consists of different experience zones where customers can try the company’s music and streaming services on top of shopping for heardware: smartphones, tablets and laptops.

The company hired 115 employees to help customers, and they speak more than 10 languages, according to Apple.

"We are thrilled to open our fourth store in South Korea and bring the magic of Apple retail to our customers in Jamsil," said Deirdre O’Brien, Apple’s senior vice president in a statement.

It has been less than six months since the third Apple store opened in Korea in Myeong-dong, central Seoul.

Apple opened its first Korean store in Gangnam District, southern Seoul in 2018, and its second in Yeouido, western Seoul, in February 2021.

BY PARK EUN-JEE [park.eunjee@joongang.co.kr]