Apple snubs Korean market with delayed release of iPhone 15

Apple has disappointed Korean consumers by delaying the release of the iPhone 15 series in the country. Despite Korea's growing market share, Apple has relegated it to a later launch. The new models are expected to reach the market in early October.

The new iPhone 15 is displayed during an Apple event at the Steve Jobs Theater at Apple Park on September 12, 2023 in Cupertino, California. [AFP]

Apple’s scheduling for the release of the new iPhone 15 series has disappointed Korean consumers as the country was relegated to the list of later launches despite the growing market share in the region.

The San Francisco-based smartphone maker debuted the iPhone 15 models on Tuesday, announcing the initial list of the countries where a quartet of the iPhone15 range — the standard 15, 15 Plus, Pro and Pro Max — are being made available during September. With Korea nowhere to be found in those lists, iPhone users and those interested in buying one flocked to online forums to express frustration.

“There are around 50 countries entitled for the first round of release and the number grows to 70 when adding the second release countries,” a member of an iPhone user forum on Naver said.

“This is nonsense because many countries generating less iPhone sales than Korea are included,” the netizen said, speculating that Korea’s complex regulatory system and telecom companies’ conditions might affect the decision.

Some iPhone users expressed their disappointment about the late release of iPhone 15 models in Korea on an online forum. [SCREEN CAPTURE]

A source in the telecoms industry explained that the stance of telecom providers has nothing to do with the release schedule, adding that “Korea’s significance as a market appears to be considered by Apple as second-tier, not first.”

Local media outlets predicted that the new models will hit the Korean market in early October, most likely after a run of holidays including the Chuseok harvest festival and ensuing National Foundation Day which falls on Oct. 3.

Apple declined to confirm the release date in Korea.

Apple’s major target markets are primarily a part of the first release group, which includes the United States, Australia, Canada, China, India, Japan, Mexico, the UAE and major European countries. They are able to pre-order the iPhone 15 series beginning Sept. 15, with availability beginning Sept. 22.

The second round of releases will be made in Macao, Malaysia, Turkey, Vietnam and 17 other countries beginning Sept. 29.

A notable point is India found its way into the first-release roster for the first time as Apple pivots towards the populous country with high growth potential.

In line with the strategy, Apple is broadening the range of its iPhones being manufactured in India in an effort to boost appeal in the country and curb reliance on China.

Korea has been typically granted the third or later slots with an exception for iPhone 5, 12 and X lines that had the country in the second round.

Apple’s market share in Korea is not as dominant as it is in the United States, Japan or China, but has upped its portion in recent years.

It claimed a 34 percent share in the fourth quarter of last year, almost tripling from the previous quarter’s 13 percent, according to Counterpoint Research.

The Korean unit of Apple logged 7.3 trillion won ($5.5 billion) in sales from Oct. 1, 2021 to Sept. 30, 2022, up from 7.1 over a year ago.

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