Samsung Dominates with 'Galaxy Z Fold7' Effect
iPhone 17 Launch Next Month Could Shift the Market
As Samsung Electronics is increasing its market share thanks to positive responses to new products such as foldable phones, attention is focused on whether Apple will be able to strike back with the launch of its next-generation iPhone next month.
According to a "smartphone-related survey" released last month by polling agency Gallup, the market share of smartphone brands used in Korea was 72% for Samsung, 24% for Apple, and 2% for others. By age group, Apple was dominant among people in their 20s, while the two companies were neck and neck in their 30s, and Samsung held the advantage among those in their 40s and older. In particular, among those aged 50 and above, Samsung's share was overwhelming at around 90%.
Even the strong brand loyalty characteristic of iPhone users is showing signs of weakening. This is because 71% of all respondents said they would choose Samsung for their next purchase, while only 21% chose Apple.
The perception of "Galaxy = phone for older people" is also gradually changing.
Recently, the YouTuber "Hijino" posted a video titled "To Friends Using Galaxy," which surpassed 1 million views and became a hot topic. The video, which tells the story of how the creator switched from using an iPhone to a Galaxy phone and shares their impressions through an original song, has received responses from people in their teens and twenties saying that "Galaxy is trendier." This video even led to a collaborative advertisement with Samsung.
The reason for using Galaxy. Screenshot from the YouTube video "To Friends Using Galaxy" posted by Hijino.
The reason for using Galaxy. Screenshot from the YouTube video "To Friends Using Galaxy" posted by Hijino.
According to market research firm Counterpoint Research, Samsung's cumulative domestic smartphone sales market share from January to July this year was 82%, while Apple's was 18%, clearly showing Samsung's dominance. This result reflects the steady sales of the Galaxy S25 series and the initial popularity of the Galaxy Z Fold7, which was unveiled last month. In the second quarter of this year, Samsung also maintained its number one position in global smartphone shipments with a 19% market share, the same as the same period last year. In emerging markets, mid- to low-priced models such as the Galaxy A series performed well, while in the premium segment, the foldable series has consistently increased its sales every year.
A customer visiting KT Plaza Gwanghwamun Central Branch in Jongno-gu, Seoul, on the 15th of last month is experiencing Samsung Electronics' Galaxy Z Fold7. Photo by Kang Jinhyung
Apple struggled in the first half of this year. In China, one of its key markets, local brands such as Huawei rapidly increased their market share, and in other regions, sales fell short of expectations due to an economic slowdown and longer replacement cycles. However, unlike Samsung, which releases its flagship Galaxy S series early in the year, Apple launches the iPhone in the third quarter, so its sales in the second half tend to be relatively higher.
New Product Showdown in the Second Half of the Year... 'Trifold·S25 FE' vs 'iPhone 17'
On September 20 last year, when Apple's first artificial intelligence (AI) smartphone, the iPhone 16, was released in Korea, buyers lined up at the Apple Store in Myeongdong, Jung-gu, Seoul. Photo by Kang Jinhyung
Both companies are set to launch new products in the second half of this year.
Samsung plans to unveil the Galaxy "Trifold" later this year. This new form factor is an evolution from the existing dual-fold design, allowing the device to be folded one more time. The "Galaxy S25 FE (Fan Edition)," priced under 1 million won, is also scheduled for release in the middle or latter half of next month. The FE model maintains the key premium features of Samsung's flagship S series while lowering the specifications and price.
Apple is also expected to introduce the iPhone 17 series next month. Continuing from last year, Apple plans to include Korea among the first wave of launch countries and actively target the domestic market.
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