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SEOUL — Apple, a brand historically known for its conservative promotional stance, is pivoting its strategy in South Korea by significantly expanding consumer benefits. The move signals a tactical shift as the U.S. tech giant seeks to erode the dominance of its arch-rival, Samsung Electronics, in one of the world’s most sophisticated premium markets.
Unprecedented Benefits Across the Board
On January 6, Apple Korea announced the expansion of its interest-free installment plan. Previously exclusive to the iPhone, the 24-month interest-free benefit now applies to nearly all major product lines, including the iPad, Mac, Apple Watch, and the high-end Apple Vision Pro.
For the first time, these benefits are also available via the online Apple Store, moving beyond the previous restriction to physical retail locations. Customers purchasing items over 1.2 million KRW (approx. $900) can opt for the 24-month plan, while those spending over 400,000 KRW are eligible for 12-month installments through partnered credit card companies.
The ‘Samsung Fortress’ Strategy
Industry analysts view this as a direct response to the intense competition in the peninsula. Last year, when Samsung’s Galaxy S25 series saw explosive success—reaching 1 million units sold in Korea within just 21 days—Apple responded by introducing its first 24-month installment program for iPhones to maintain momentum.
While South Korea may not be Apple’s largest market in terms of sheer volume, its symbolic value is peerless. As the headquarters of Samsung, Korea serves as a "litmus test" for premium smartphone trends globally.
"South Korea is a battlefield where the world's top premium smartphones engage in a true showdown," said Lee Hong-joo, a professor of Consumer Economics at Sookmyung Women's University. "The brand prestige and market share achieved here serve as symbolic indicators for the global market, especially given Korean consumers' high receptivity to new IT trends and preference for premium devices."
Closing the Gap
The aggressive marketing appears to be paying off. According to Counterpoint Research, Apple’s share of the Korean smartphone market rose to 18% in the third quarter of last year, a 2-percentage-point increase from the previous quarter.
Although Samsung remains the undisputed leader with an 81% market share, Apple's continued growth in Samsung’s backyard sends a powerful message to the global market: if Apple can win over tech-savvy Koreans, it can win anywhere.
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