South Korea is joining the list of first-wave release countries for the new iPhone. (Image courtesy of Yonhap)
SEOUL, Sept. 11 (Korea Bizwire) – With South Korea joining the list of first-wave release countries for the new iPhone, major telecommunications companies are seizing the opportunity to resurrect their offline launch events, abandoned since the iPhone 12 release.
This marks a return to aggressive marketing strategies in the competitive smartphone market.
Industry sources revealed on September 10 that SK Telecom and KT are preparing to host in-person activation events for the iPhone 16 on its release date, September 20.
These events, once a hallmark of premium smartphone launches, had largely disappeared during the COVID-19 pandemic.
SK Telecom has announced an “Early Pick Party” on its pre-order notice page. The company plans to invite 100 randomly selected pre-order customers to its T Factory near Hongdae Station in Seoul.
Attendees will have the chance to meet Paris Olympics medalists sponsored by the company, including fencers Gu Bon-gil, Park Sang-won, and Do Kyung-dong, as well as weightlifter Park Hye-jeong.
The event will feature limited edition Netflix merchandise giveaways and prize drawings for items such as PlayStation 5 consoles and Roborock robot vacuums.
For the first time, Apple included South Korea in its initial iPhone launch. Pictured is the iPhone 16 Series (Image courtesy of Yonhap)
KT is organizing an event at the Andaz Hotel in Seoul for 200 pre-order customers. Participants will receive the new iPhone, Apple MagSafe accessories, screen protectors, and high-end catering services. The company will also offer prizes, including stays at the Andaz Hotel.
LG Uplus, the third major carrier, is considering reviving its customer invitation offline launch events, which have been on hold since 2020.
The resurgence of these events after a two-year hiatus is seen as a strategic move to capitalize on the heightened interest generated by South Korea’s inclusion in the first wave of release countries for the iPhone 16.
Industry analysts also point to the lack of standout features in the new model — with AI capabilities like Apple Intelligence not expected until next year — as a factor driving more aggressive marketing efforts.
The push for elaborate launch events comes amid concerns about flagging sales in the premium smartphone market. Samsung Electronics’ recent Z Flip 6 series has seen downward revisions in sales projections, indicating a broader trend of diminishing enthusiasm for high-end devices.
In preparation for the September 20 launch, all three major carriers will begin taking pre-orders from September 13, with each company offering unique incentives.
SK Telecom will provide 50,000 won discount coupons to 2,000 randomly selected customers who sign up for pre-order notifications on their T Direct Shop online store.
Additionally, 320 customers pre-ordering the Pro or Pro Max models will receive “Express” tickets, guaranteeing first-batch allocation without requiring same-day orders.
KT plans to offer up to 200,000 won in additional trade-in value for used phones through its official online store, KT.com.
LG Uplus is promoting its pre-orders as more cost-effective than unlocked phone purchases through its Uplus.com pre-order page.
Kevin Lee (kevinlee@koreabizwire.com)
