Apple CEO Tim Cook courts Korean Market Amidst Perceived Prioritization of China
CUPERTINO,CA – Apple CEO Tim Cook recently sat down for an interview with Korean YouTuber Ise Seop,signaling a renewed focus on the Korean market as the tech giant unveils its iPhone 17 series and the ultra-slim iPhone Air. The interview, conducted at Apple’s headquarters in California, comes as some observers in Korea have expressed concern over what they perceive as a relative lack of attention from Apple compared to its engagement with China.
Cook emphasized his appreciation for Korean consumers, stating, “There are many creative people in Korea, and creative people like Apple products. So I want to serve Korean customers better. I love Korean customers.” Tho, the timing of the interview has drawn scrutiny, occurring after Cook’s recent trip to China – a visit where he engaged directly with local consumers and sampled Chinese cuisine – a move seen as prioritizing a key production and sales region. Cook visited China in 2023,while the interview with Ise Seop coincided with the launch of the iPhone 17.
The iPhone 17 series, including the newly released iPhone Air - Apple’s thinnest iPhone to date – directly competes with Samsung Electronics’ Galaxy S25 Edge in the ultra-slim smartphone category.Cook highlighted the iPhone Air as “a product for customers who want both professional performance and durability,” and positioned the iPhone 17 Pro and Pro Max as “the ‘professional’ iPhone we have made so far.”
Despite past controversies regarding Korea’s inclusion as a first-launch country for iPhones, Apple has included Korea in the initial rollout of the iPhone 17 series, available online and in stores starting November 19th. This shift follows Cook’s announcement in early 2023 that iPhone sales in Korea had reached an all-time high, a claim made even as overall iPhone sales experienced a decline and Samsung’s Galaxy S24 series, featuring artificial intelligence capabilities, gained traction.
Korea represents a significant market for Apple, particularly among younger demographics (10-30 age range) and female consumers. The interview with Ise Seop and the inclusion of Korea in the first wave of iPhone 17 launches suggest Apple is actively working to strengthen its position in the competitive Korean smartphone landscape.
