[Report] "Glad to Have More Choices" Apple Store Opens Second Location in Korea

Apple to Open Second Apple Store in Yeouido on the 26th

[Image source=Yonhap News]

[Asia Economy Reporter Eunmo Koo] “It’s easier to park here than at Garosu-gil, and the accessibility is better, so I think I will visit often.”

Apple opened its Apple Store at Yeouido IFC Mall on the 26th. This is the second store in Korea, following the Garosu-gil location in 2018, marking a three-year gap. On this day, Apple Korea allowed visits only to those with prior reservations in accordance with social distancing guidelines, and reservations were fully booked well in advance. With limited entry allowed, the area in front of the store was not very crowded. Most of the roughly 100 pre-booked visitors arrived after 9 a.m. and waited comfortably.

At exactly 10 a.m., customers and staff shouted a “5-second countdown” together and officially opened the doors. Amid applause and cheers from Apple employees, customers entered in order, toured the store guided by staff, and received one-on-one inquiries and explanations about the products.

The reactions of customers leaving the store were mostly positive. Compliments like “As expected from Apple” were common. Mr. A, who visited to purchase an iPad, said, “I came because I wanted to look around, and the staff were very kind and proactive in providing information.” He added, “Although the scale is more modest than Garosu-gil, the clean and luxurious store atmosphere and interior make me feel like I made a good choice.”

Mr. B said he liked the “unique culture of Apple.” He commented, “Apple stores are enjoyable culturally as well. It’s not just about buying products but about buying an experience, which makes it memorable and meaningful.”

Some customers gave high marks for accessibility. Mr. C, who lives in Yeongdeungpo-gu, Seoul, said, “The Garosu-gil store was somewhat inconvenient to access, but since it was the only Apple Store, there was no choice despite the inconvenience. The fact that there are now more options is the most positive aspect.” He added, “Since the Yeouido store is in IFC Mall, parking is convenient, and it’s nice to be able to look around other places while I’m here.”

While customers were generally satisfied with the store atmosphere and staff service, they expressed disappointment about the slow expansion of domestic stores. Mr. D, a worker in his 30s, said, “I live in the Gyeonggi area, so my situation is relatively better, but from community discussions, many people in the provinces say it’s really difficult to get repairs done.” He added, “I hope stores continue to increase not only in the metropolitan area but also in major cities across the provinces.”

Mr. E, who came from Hwaseong, Gyeonggi-do to get his iPad and MacBook repaired, also expressed regret, saying, “Considering the large number of Apple users in Korea, it’s disappointing that only the second store has opened now.” He added, “I hope the third, fourth, and fifth stores open soon so that everyone can get repairs and after-sales service (AS) nearby without having to travel far.”

Store Located in a Horizontally Long Shopping Mall

The Yeouido store, located on the basement first floor, features a pure white ceiling and floor, complemented by warm wood tables. While the Garosu-gil store, Apple’s first store in Korea, is a vertically long standalone store, the Yeouido store is a horizontally long store inside a mall. The store area and number of tables are the same. The high ceiling gave a refreshing feeling. The Apple symbol, designed by designer Seok Yoon-i to incorporate the Yeouido skyline and cultural elements, shone brightly in the center.

Dozens of iPhone 12 series devices were placed throughout the store. MacBooks, iPads, Apple Watches, AirPods Max, and AirPods were all displayed, offering Apple fans a chance to experience a wide variety of products. In a corridor-style space called the Avenue, gaming consoles and various leather accessories were also exhibited. There was a space where customers could customize products themselves and directly feel the weight of the devices. A Genius Bar was available for product repairs and after-sales service (AS) consultations.

The iPhone 12 series, equipped with various camera functions, could be freely tested. The zoom-in feature, which makes distant objects appear close, allowed users to capture details or create animal-shaped Animoji videos. Photos could be cropped, tilted, and adjusted. Like in Apple commercials on TV, it became easy to shoot a stylish movie with simple operations.

There is no visible checkout counter in the Apple Store. The checkout is hidden under the wood tables. The absence of price tags is also a unique feature of Apple Stores, intended to focus on the “customer experience.” However, unlike the Garosu-gil store, which fully embodies Apple’s sensibility, the fact that this store is located inside a shopping mall somewhat limits that experience.