What Smartphones Do Koreans Use? A Look at Korea's 2025 Mobile Market
Samsung holds 72% and Apple 24% of Korea's smartphone market. Here's a deep dive into the 2025 data, revealing fascinating generational differences and emerging trends.
When you think of smartphones, iPhone might be the first thing that comes to mind -- especially if you live in the US or other markets where Apple dominates.
But what about South Korea?
Today, let's look at the latest 2025 data on Korea's smartphone market.
Korea's Smartphone Share: Samsung 72%, Apple 24%
According to a survey conducted by Korea Gallup in July 2025, the smartphone brands used by Koreans break down to Samsung (Galaxy) at 72% and Apple (iPhone) at 24%. The remaining 2% use other brands.
Quite a different picture from markets like the US, right?
Samsung's share has steadily climbed from 59% in 2012 to 72% in 2025. After LG exited the smartphone business in 2021, many former LG users migrated to Samsung, further boosting its share.
The Picture Changes Dramatically by Age
The generational breakdown is where things get really interesting.
| Age Group | Samsung | Apple |
|---|---|---|
| 20s | 40% | 60% |
| 30s | 50% | 47% (near tie) |
| 40s | 67% | - |
| 50s | 89% | - |
| 60s+ | 92% | - |
iPhone is overwhelmingly popular among people in their 20s, the 30s age group is essentially a toss-up, and Samsung dominates from the 40s onward. You might see similar generational trends in other countries, but in Korea the divide is particularly stark.
Why Does This Gap Exist?
Several factors are at play.
1. Samsung Is a Korean Company
Especially among older generations, there's still a strong sense of supporting domestic brands.
2. Younger Generations Follow Global Trends
Social media culture, AirDrop, iMessage -- the iPhone ecosystem plays an important role in youth culture, making it a social default for many young Koreans.
3. Price Points
Samsung's Galaxy A series is strong in the mid-to-low price range. Budget-conscious consumers tend to gravitate toward Samsung, which offers more options at accessible price points.
Shifts in Korea's 2025 Smartphone Market
According to Counterpoint Research, Apple hit a record-high 39% share in Q4 2024 in the Korean market. This was largely driven by the iPhone 16 series launch, with Korea included as a first-wave launch country.
Additionally, Xiaomi announced its official entry into the Korean market in January 2025. Its share is still small, but it will be worth watching how it shakes up the budget and mid-range segments going forward.
What About Smartwatches and Wireless Earbuds?
Interestingly, smartwatch adoption in Korea sits at 33%, while wireless earbud usage is at 58%.
Here's a fun detail: 46% of iPhone users wear a smartwatch, compared to only 31% of Samsung users. Apple's ecosystem strategy clearly seems to be working.
Final Thoughts
As Samsung's home country, Korea naturally has high Galaxy market share. But iPhone's popularity is steadily rising, particularly among younger generations.
What does the smartphone landscape look like where you live?
Sources
- Korea Gallup "Smartphone Usage Survey 2012-2025" (July 2025)
- Counterpoint Research Korea Smartphone Market Share Data