Apple iPhone Nears 4 Million Won as AI Still Lags Rivals
Apple's iPhone 18 Pro Max now costs up to 3.99 million won in South Korea, an 800,000 won increase in one year for the 2TB model. The iPhone 18 Pro also saw price hikes of 200,000 to 500,000 won. Despite these price increases, critics note minimal user-noticeable performance changes. Apple's Siri AI still trails rivals like Samsung, with Korean language support for Apple Intelligence not yet available.
The iPhone 18 Pro Max price jump of 800,000 won in South Korea, reaching nearly 4 million won for the 2TB model, shifts the focus from device specs to Apple's AI strategy. This price increase, combined with modest hardware improvements, means Apple is betting on its AI features to justify the cost. The A20 Pro chip is powerful, but its AI capabilities are not yet competitive.
This situation presents an opening for Samsung in its home market. While Apple Intelligence is only available in English, Samsung's AI offerings are already localized for Korean users. This delay could erode Apple's premium market share in South Korea, especially as consumers scrutinize value against rising prices. European markets also face uncertainty due to DMA compliance issues.
The key thing to watch is Apple's timeline for Korean language support for Apple Intelligence. Delays past the end of this year will further entrench Samsung's lead in local AI integration. Apple's struggle with the EU's Digital Markets Act also points to continued regulatory friction affecting its global AI rollout strategy.
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