[Report] iPhone 14 Launch Day... 'Open Run' Disappears Due to Reservation System

Sales by Reservation System After COVID-19, Overnight Queues Disappear
Apple Store Myeongdong Crowded with Customers and Office Workers Without Reservations
iPhone 14 Pro and Pro Max Models Popular

On the 7th, the day Apple’s new iPhone 14 series was officially released in Korea, citizens lined up at the Apple Store in Myeongdong, Jung-gu, Seoul to purchase the products. Photo by Moon Honam munonam@

[Asia Economy Reporter Oh Su-yeon] On the morning of the first day of Apple’s new smartphone iPhone 14 release, at 7 a.m. on the 7th, the area in front of the Apple Store Myeongdong located in Jung-gu, Seoul was unusually quiet compared to previous years. Since the reservation system was established after COVID-19, the spectacle of people lining up overnight on the first day of the iPhone release has disappeared. Only a few customers, such as those who missed the pre-order or office workers stopping by on their way to work, visited the store early in the morning. After 7:30 a.m., about ten people lined up, and the area in front of the store began to get crowded only after the opening time of 8 a.m.

The first customer at Apple Store Myeongdong that day was Mr. Kim Min-seok (22), who purchased the Apple Watch Series 8. Having used an iPhone and AirPods, he also bought an Apple Watch this time. He said, "I couldn’t make a pre-order, so I left home at 6 a.m. and arrived around 6:30." He added, "I didn’t usually use a smartwatch, but it seems convenient because it’s hard to check the phone while exercising, and it offers various functions like tracking and measurement." The second customer was a Brazilian couple. They had reserved the iPhone 14 Pro and visited the store.

On the 7th, when Apple's new iPhone 14 series was officially released in Korea, citizens were entering the Apple Store in Myeongdong, Jung-gu, Seoul. Photo by Mun Honam munonam@

Although the overnight lining known as 'open run' disappeared due to the reservation system, customers who missed the pre-order came to the store early in the morning with anticipation. Mr. A (20), who said he left his home in Gyeonggi-do at 5 a.m., said, "I want to buy the iPhone 14 Pro Max, but I couldn’t make a reservation, so I came early." He added, "I used to have a Galaxy Z Flip3, but this time I’m switching to the iPhone 14 Pro Max. I’m especially excited to see the Dynamic Island, which replaces the notch, in person."

Some office workers also visited the store on their way to work to get the product early. Mr. B, an office worker, left his home in Yeongdeungpo-gu at 6 a.m. He said, "My workplace is in Pangyo, so I had to leave early to receive the product and go straight to work." He added, "I usually use an iPhone 12 and Apple Watch 4, but since it’s time to replace them, I plan to buy the iPhone 14 Pro and Apple Watch 8 at the same time."

Apple unveiled the iPhone 14 series on the 8th of last month. There are four models: the 6.1-inch base model, the 6.7-inch Plus, and the premium models, the 6.1-inch Pro and 6.7-inch Pro Max. Like other countries that released them earlier, many people at Apple Store Myeongdong sought the iPhone 14 Pro and Pro Max models on this day. The iPhone 14 Pro and Pro Max feature the advanced new chip 'A16 Bionic,' enhancing performance. The notch design, which was criticized as an 'M-shaped bald spot' for spoiling aesthetics, was removed and replaced with a 'punch-hole' design that only has a hole for the camera module. The punch-hole area, named 'Dynamic Island,' displays various background app information, improving user convenience.

On this day, mobile carriers also prepared various events to coincide with the iPhone 14 release. KT held a first activation event by inviting customers selected through a lottery at the Hongdae Ad Shop Plus. Mr. Yoo Ho-young, invited as the first activation customer, said, "I have a long relationship with KT, having used KT iPhones for years since college. I’m very happy to be invited to this special activation event held at the youth hotspot, Hongdae store." LG Uplus is operating an iPhone 14 pop-up store at the complex cultural space 'Ilsangbi Ilsangui Teum' until the 30th. The Teum app is running events offering Apple Watch, AirPods, and more. SK Telecom does not have a separate activation event but provides 'Morning Pick,' a service for picking up reserved devices from 8 a.m., and 'Morning Quick,' a quick delivery service during the morning hours.