[Comprehensive] Tim Cook Confident 'iPhone 13' Lands in Korea on Next Month 8th... Aiming to Fill LG's Void

"Cannot Be Compared to Anything" Cook CEO's Confidence

[Asia Economy reporters Seulgina Jo and Eunmo Koo] "The iPhone continues to evolve. (The Pro model) is packed with cutting-edge technology and is the best iPhone we have ever made." (Tim Cook, Apple CEO)

Apple's new smartphone, the iPhone 13, will officially land in the Korean market on the 8th of next month. The competition between Samsung Electronics and Apple to fill the void left by LG Phones, which withdrew from the mobile business, and to lead 5G innovation is expected to heat up further. Tim Cook, Apple CEO, expressed strong confidence in the iPhone 13 series, saying, "It is incomparable to anything else."

◆ "Apple's Season" iPhone 13 Launch

On the 14th (local time), Apple held a special event at Apple Park in Cupertino, California, USA, unveiling new products including the iPhone 13 series. The iPhone 13 series consists of four models, just like its predecessor: ▲iPhone 13 (6.1 inches) ▲iPhone 13 Mini (5.4 inches) ▲iPhone 13 Pro (6.1 inches) ▲iPhone 13 Pro Max (6.7 inches).

There were no major changes in appearance. Unlike the iPhone 12, which first supported 5G and changed its external design after three years, the iPhone 13 only reduced the size of the camera notch at the top of the display by about 20%. However, it is equipped with an OLED-based Super Retina XDR display offering 800 nits brightness and a 120Hz variable refresh rate, providing clearer and smoother image quality than before. Additionally, it features the ‘A15 Bionic’ chip, which improves CPU processing performance by up to 50%, enhancing internal capabilities. This chip, built on a 5nm process with 15 billion transistors, boosts iPhone performance and allows heavy tasks to be handled smoothly and efficiently. Apple emphasized that it is the fastest CPU ever installed in a smartphone. Battery life has also increased by 1.5 to 2.5 hours compared to the previous model.

iPhone 13 Pro

Apple CEO Tim Cook is introducing the iPhone 13 series at Apple's special event held on the 14th (local time) at Apple Park in Cupertino, California, USA.

Apple particularly focused on significantly enhancing the camera performance of the iPhone 13 series. The iPhone 13 and Mini models are equipped with 12-megapixel ultra-wide and telephoto cameras. The Pro and Pro Max models can shoot ultra-close at a minimum focus distance of 2 cm. Furthermore, all models feature 'Sensor-shift Optical Image Stabilization (OIS).' The series also supports a ‘Cinematic Mode’ for video shooting, where the camera focus adjusts freely according to the subject.

CEO Cook introduced the iPhone 13 series, saying, "It includes easy and simple usability, beautiful and durable design, water resistance, long battery life, industry-leading performance, the best camera, and personal protection features." He added, "The iPhone has completely changed the world," and "(The iPhone 13 series) will offer an experience incomparable to anything else." Regarding the Pro models, he expressed confidence, calling them "the best in their class" and "packed with cutting-edge technology."

The domestic retail prices are ▲iPhone 13 Mini at 950,000 KRW ▲iPhone 13 at 1,090,000 KRW ▲iPhone 13 Pro at 1,350,000 KRW ▲iPhone 13 Pro Max starting at 1,490,000 KRW. The iPhone 13 and Mini models come in five colors: Pink, Blue, Midnight, Starlight, and Product Red, while the Pro and Pro Max models are available in four colors: Graphite, Gold, Silver, and Sierra Blue. Storage options for the iPhone 13 and Mini are ▲128GB ▲256GB ▲512GB, and for the Pro and Pro Max models, ▲128GB ▲256GB ▲512GB ▲1TB.

◆ Will It Quell the Samsung Foldable Craze?

Korea was not included in the first wave of launch countries scheduled for the 24th. In Korea, pre-orders will begin on the 1st of next month, with the official release on the 8th. Given that the iPhone 13 shows no clear innovation compared to the iPhone 12, Apple’s first 5G smartphone, the key question is whether it can curb the booming popularity of Samsung’s foldable phones, the Galaxy Z Flip3 and Galaxy Z Fold3, which have recently exceeded expectations.

Apple’s decision to keep the iPhone 13’s retail price the same as its predecessor, despite raising prices every year, is interpreted as a strategic move. Samsung Electronics and Xiaomi, which are aggressively pricing all their lineups, are strongly threatening Apple’s 5G premium market dominance. The iPhone is considered the core and starting point of the Apple ecosystem, which includes AirPods, Apple Watch, iPad, and Mac. Ultimately, the competition is fierce to avoid losing ground in the ecosystem battle.

CEO Cook’s emphasis on differentiation from competitors by introducing new products such as the Apple Watch 7 and iPad Mini alongside the iPhone 13 is understood in the same context. He stated, "We create the best products and services to help people do great things every day," highlighting the innovation driven by the Apple ecosystem centered on the iPhone.

In the domestic smartphone market, a key point to watch is whether the iPhone 13 can absorb the 10% market share previously held by LG Electronics. Apple, which is the only foreign brand maintaining double-digit market share (20%) in Korea, known as the "graveyard of foreign phones," has been rapidly expanding its domestic distribution network, which was previously considered a weakness, by partnering with LG Best Shop immediately after LG’s exit from the phone business. LG’s 13% market share last year is not enough to overturn the market landscape, but it is considered a meaningful scale for Apple, which is accelerating its attack on the Korean market, Samsung Electronics’ stronghold (65%).

Globally, competition among smartphone manufacturers to fill the void left by China’s Huawei, hit hard by U.S. government sanctions, and LG Electronics, which withdrew from the mobile business, is heating up. As of last year, Huawei’s market share was 14%, just 1 percentage point behind Apple’s 15%, which ranked second. LG’s global market share is in the 2% range, but it holds a strong third place in North America, Apple’s home turf. This is a market Apple cannot afford to lose to competitors. Apple’s swift launch of LG phone trade-in promotions in domestic and North American markets immediately after LG’s exit was driven by this background.

Samsung Electronics and Xiaomi are also fiercely competing for the smartphone throne against Apple’s iPhone 13. Samsung, which secured an early lead in the second half with its third-generation foldable phones, is now preparing to launch the Galaxy S21 Fan Edition (FE) and A series. There is also talk of an early release of the strategic flagship model, Galaxy S22. Xiaomi, which overtook Apple to become second in the global smartphone market in Q2, is also unveiling new products this afternoon in Beijing, China.

Apple CEO Tim Cook introduced the new 'iPad Mini' at Apple's special event held on the 14th (local time) at Apple Park in Cupertino, California, USA.
[Image source=EPA Yonhap News]

Meanwhile, on this day, Apple also unveiled the Apple Watch 7 with enhanced durability, the 6th generation iPad Mini, and the 9th generation iPad alongside the iPhone 13 series.

The new iPad features a 10.2-inch Retina display and advanced technologies such as Center Stage, along with a 12MP ultra-wide front camera. The new iPad Mini has a larger 8.3-inch Liquid Retina display than its predecessor, while maintaining a compact size with thinner bezels. It is equipped with the A15 chip, improving performance by 80% compared to the previous generation. Prices start at ▲iPad Mini Wi-Fi model 649,000 KRW ▲iPad Mini Wi-Fi + Cellular model 839,000 KRW ▲iPad Wi-Fi model 449,000 KRW ▲iPad Wi-Fi + Cellular model 619,000 KRW.

The new smartwatch, Apple Watch 7, features a 20% larger display than its predecessor due to thinner bezels and faster charging speed. It uses a front crystal resistant to cracks, earning it a reputation as the most durable watch series ever. Prices start at $399, and it is scheduled for release this fall.