"Mom, I want to take iPhone mirror shots like Hani too"... Gen Z's 'Must Have iPhone' [Dito Society]

⑨Peer and celebrity preference for iPhone stimulates imitation psychology
Feeling of exclusion due to features like AirDrop exclusive to iPhone increases
"Apple collaborates with celebrities influential among Generation Z"

Editor's NoteThe Seoul National University Consumer Trend Analysis Center has identified 'Ditto consumption' as one of the top 10 keywords for 2024. Ditto, derived from the Latin word meaning 'the same,' refers to the tendency to imitate celebrities' tastes and trends when purchasing products or consuming content. This article analyzes the blind 'Ditto' phenomena in Korean society, such as the lowering age of luxury consumption and the increasing trend of trend-chasing investments.

The admiration for iPhones among young people is becoming increasingly evident. There is also a kind of imitation psychology at play, where they want to use the same phones as their peers or popular celebrities.

Generation Z (those born from the mid-1990s to the early 2000s) has a passionate love for iPhones. According to the '2024 South Korean Adult Smartphone Usage Survey' released by Gallup Korea last July, 64% of respondents in their 20s (ages 18-29) were using iPhones. Among female respondents in their 20s, the proportion using iPhones was overwhelmingly high at 75%. This contrasts sharply with respondents in their 50s and 60s, 86% of whom used Galaxy phones.

The problem is that the strengthened preference for iPhones is spreading into a social issue. On online communities, many posts have been made by parents of teenage children complaining about conflicts with their children over smartphone replacements. These posts often ask whether they should buy an iPhone for their child who complains that using a Galaxy phone leads to social exclusion or teasing among friends.

NewJeans Hanni taking a mirror selfie with an iPhone.
[Image source=Instagram capture]

Behind the love for iPhones, the sleek design and excellent compatibility within the Apple ecosystem are important, but the 'imitation psychology' seems to play a crucial role as well. Since peers and popular idols use iPhones, there is a consumer psychology that tries to follow them.

Apple also leverages this as a marketing strategy by collaborating with popular celebrities who have significant influence over Generation Z. Idol group NewJeans and pop star Olivia Rodrigo, both iPhone promotional models, filmed their new music videos last year using iPhones and have uploaded mirror selfies taken with iPhones on social media platforms.

There is also an analysis that the closed nature of the Apple ecosystem drives iPhone preference. Features like AirDrop (which allows easy sharing of photos and contacts), FaceTime (video calls), and iMessage (Apple's proprietary messaging service) strengthen homogeneity among iPhone users but create a sense of exclusion for users of other smartphones. During adolescence, when peer influence is strongest, it is easier to prefer iPhones to gain a sense of belonging.

Tzuyu of TWICE taking a selfie with an iPhone 3GS.
[Image source=Instagram capture]

Many also acquire so-called 'second phones' to chase the unique sensibility of the iPhone camera. They use Galaxy or the latest phone models as their main device but keep an iPhone separately for photography. Interestingly, older iPhone models with lower image quality are preferred. Recently, Tzuyu of the idol group TWICE posted photos taken with an iPhone 3GS on her SNS account, drawing attention since that model was first released in Korea in 2009.

On secondhand trading apps like Danggeun Market, it is easy to find posts buying and selling old iPhone models for photography purposes. This phenomenon aligns with the demand from young people seeking the analog retro sensibility unique to the low resolution of older models. Famous models for photography as second phones include the iPhone 6 (released in 2014), iPhone 6S (2015), iPhone 8 (2017), and iPhone XS (2018), which highlight the iPhone's characteristic soft aesthetic.