A 300-kilometer trek for a 5 million won phone: Meet the first Korean buyers of the iPhone Duo
Apple's new foldable iPhone Duo saw a subdued launch in Seoul, with only a small number of customers waiting in line despite the high price point. The report highlights the dedication of early adopters who are willing to pay significant premiums for new Apple hardware.
Why it matters
It illustrates changing consumer behavior regarding premium tech launches and Apple's competitive positioning in the South Korean market.
Despite a short launch-day line in Seoul, devoted buyers paid up to 5.09 million won ($3,841) for Apple’s first foldable.
LEE JAE-LIM LEE JAE-LIM BUSINESS REPORTER Published October 23, 2026 - 7:41 p.m. Make us preferred on Google The line was shorter than it was expected to be.
Maybe it was the foldable’s steep price, or maybe it was because Apple was launching its new form factor on its biggest rival’s home turf. Either way, instead of the lines that once crowded the streets for hours before an iPhone release, fewer than a dozen people were waiting outside the store on the morning of D-Day.
Still, the iPhone Duo’s debut in Korea showed that Apple’s devoted fans will turn out for the company’s new form factor, whatever the price.
Headlinne story · 8 newsrooms
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