Apple's Iphone in Korea

Introduction

Seeing as to how Seoul, South Korea is viewed as one of the major technology capitals in the world, I decided to investigate exactly how Apple markets, and sells their iPhone in South Korea. South Korea is home to many competitors in the cell phone industry. Seoul, is Samsung’s home territory, along with the popular brand, LG. Apple’s iPhone first landed in South Korea in 2009. Six years later, the percentage of cell phone sales belonging to Apple are impressive to say the least.

Product Choice

In 2012 Apple topped Forbes’ list as the world’s most powerful brand. Apple took a few lumps due to their premature roll-out of the iPhone 5. Customers complained about several application defects, as well as how easy it was to scratch the newly designed screen. However, even after a few cries from customers, Apple remained the leader in innovation that is adored by consumers around the world.

How exactly do you measure the power of a brand? Some would say it’s the combination of financial value and positive consumer sentiment. Apple has an abundance of both, which puts Apple brand on top of Forbes inaugural list of the world’s most powerful brands. According to Kurt Badenhausen, senior editor at Forbes, “The brand helped the company generate $40 billion in profits over the past 12-months, second most in the world behind Exxon Mobil” (Badenhausen, 2012).

In 2012, the Apple brand as a whole is worth $87.1 billion, up 52% from 2010. The Apple brand is also worth 59% more than Microsoft, which ranks number two in brand value and overall. “Apple sets the pace, redefines categories and addresses our needs even before we realize we have them” (Badenhausen), says Billy Mann, managing director at consulting firm Penn Schoen Berland. Although Apple did not even enter the phone market until 2007, the release of the updated iPhone has now become the most anticipated event of the year in the telecom category. Apple surprisingly only ranked 11th on consumer...