Apple has achieved a milestone in the South Korean smartphone market, securing a 25% market share for the first time in 2023 according to a new report by BusinessKorea.
This marks a steady rise for Apple, with its share increasing steadily since 2020 and experiencing a notable jump last year. This comes at the expense of Samsung, the long-standing leader in the Korean market, whose share has dipped slightly to 73%.
Analysts attribute Apple’s success to its growing popularity among young adults, those who are between the ages of 20 and 39. Market research suggests that a significant portion of pre-orders for the iPhone 15 lineup, released in 2023, came from this demographic.
Despite its premium pricing which could be an entry barrier for some, the iPhone continues to see strong sales. Apple has further capitalized on this momentum by expanding its stores in South Korea and opening new Apple Store locations throughout the year. This strategy contrasts with their previous limited retail presence.
Apple has also emerged as the top smartphone vendor in Europe during the fourth quarter of 2023, shipping 12.4 million units and capturing a 33% market share. This marks a notable shift, as Samsung held the top spot for the previous seven quarters.
While the overall European smartphone market declined by 3% year-over-year, Apple managed to achieve 1% growth in iPhone sales, driven by strong demand for the iPhone 15 Pro and Pro Max models. This highlights the continued popularity of premium smartphones in Europe, with sales of models priced above $800 now accounting for 40% of the total market.
In contrast, Samsung’s customer base skews older. The industry now observes with interest whether Samsung’s recent focus on artificial intelligence features with the Galaxy S24 series can help them regain their footing. The Galaxy S24 achieved record pre-sales, suggesting continued consumer interest in Samsung’s offerings.
This evolving landscape highlights the growing competition between Apple and Samsung in South Korea. While Apple has made significant strides, Samsung remains the dominant player even if the gap is narrowing down.
