"If You Use Apple, You End Up Buying"…Why Accessories Sell Despite High Prices

Second-Generation AirTag Priced at 49,000 Won Each
Pinewoven Keyring Sells for 65,000 Won

With Apple launching the second generation of its AirTag, a new product that can help travelers locate lost luggage, the prices of Apple accessories are once again drawing attention.

Apple is selling the Pinewoven keyring, which corresponds to the AirTag case, for 65,000 won. Official Apple website.

The new second-generation AirTag is priced at 49,000 won each. This coin-sized, button-shaped device attaches to items such as wallets or keys and uses communication with other nearby Apple devices to provide location information. The AirTag itself can be placed inside travel bags or even in the soles of shoes without any additional accessories.

However, to attach the AirTag to items like car keys or house keys for tracking, a keyring is required. Apple is selling the Pinewoven keyring, which serves as the AirTag case, for 65,000 won. An Apple Store representative commented, "While the keyring is not strictly necessary, many people purchase it to attach AirTags to wallets or keys that are frequently misplaced."

Accessory corner at the Apple Store located in Seoul. Photo by Eunseo Lee.

Not only AirTags, but most accessories sold by Apple are generally priced at a premium. The 'Braided Solo Loop' watch strap, released alongside the official AirTag, is priced at 145,000 won, while silicone, clear, and MagSafe cases are sold for 75,000 won each. The iPhone crossbody strap is priced at 89,000 won, but since the strap can only be attached through a hole at the bottom of the official iPhone case, purchasing the case is essential.

Apple accessories are highly compatible with Apple devices and services, which is a major advantage. This is why customers continue to seek out official products despite the high prices. The MagSafe card wallet, which attaches to the back of an iPhone case and integrates with Apple services such as Find My, is also priced close to 90,000 won.

Some users, feeling burdened by the prices of these accessories, opt for mid-range alternatives that are compatible with Apple products. For example, online shopping malls sell smart tags similar to AirTags for around 10,000 won, and imitation MagSafe card wallets are available for 10,000 to 20,000 won.

Photo of the 'iPhone Pocket' released last year. Apple website.

Among Apple’s accessories, one of the most notable for its high price was a set of four wheels for the Mac Pro, released in 2018 with a price tag of nearly 1 million won.

Last year, controversy arose when Apple collaborated with Japanese designer brand Issey Miyake to release the 'iPhone Pocket,' which was priced in the 200,000 to 300,000 won range. Social media consultant Matt Navarra told the BBC, "Such pricing strategies are not new in the world of luxury fashion brands or designer collaborations, but it feels as though Apple is testing the limits of its customers' brand loyalty."

Experts explain that Apple’s strategy may be aimed more at strengthening exclusivity and brand power than functionality. Lee Eunhee, Professor Emeritus of Consumer Studies at Inha University, said, "Because high prices make products less accessible to everyone, Apple is using a strategy that encourages the symbolic value of its products and loyalty to its brand. However, some consumers may feel that the cost of this symbolism is too high."