Apple significantly raised the prices of its major products, including the MacBook and iPad, in South Korea, but excluded the iPhone from the increase. While the competition in the domestic mobile phone market is challenging for Apple, the mobile telecommunication industry and distribution networks predict that September will be a turning point for the product's price adjustment.
According to the mobile telecommunication industry and distribution channels, no movement by Apple to adjust the factory price of the iPhone 17 series in the domestic market has been confirmed at present.
It is understood that no separate notice or consultation regarding changes to iPhone prices has been delivered to mobile carriers either. “As of now, we have not received any information regarding an iPhone price increase,” said an official in the telecommunication industry.
Previously, Apple raised the prices of most of its products in South Korea, including the MacBook, iPad, desktop PCs, Apple TV, and Vision Pro, all at once by 300,000 won to 1.3 million won. While Apple also raised iPhone prices in the United States and Japan, various speculations are being made regarding why the company maintained the existing price only for the iPhone in South Korea.
Analysis suggests that the competitive environment for the iPhone may have had an impact. The iPhone directly competes with Samsung Electronics' Galaxy series in the domestic market, facing limitations in exerting dominance. In a situation where Samsung Electronics does not adjust the prices of its existing products, if Apple raises the price of the iPhone alone, the impact on sales volume and market share could be greater than that on the Mac or iPad.
The fact that Samsung Electronics is preparing to launch new foldable smartphones, such as the Galaxy Z8 Fold and Flip, in the second half of the year is also a burden for Apple. In a situation where trade-in programs, mobile carrier subsidies, and distribution promotions are expanding, if the iPhone price rises as well, it could stimulate consumers to switch to the Galaxy.
In the telecommunication industry, the possibility is being raised that Apple will reflect the price hike in tandem with the launch of the iPhone 18 series this coming September. “This price increase should be viewed as Apple starting to pass the cost burden onto consumers because it can no longer absorb it,” said Sujeong Lim, a researcher at Counterpoint Research. Lim projected, “Although the iPhone was excluded from this price increase, it can be interpreted that a price hike for the iPhone 18 series and the existing iPhone 17 models is inevitable in the second half of the year.”
