en.Wedoany.com Reported - In the first quarter of this year, the share of premium smartphones in South Korea's smartphone market exceeded 70%. Manufacturers are focusing on higher-margin flagship models and larger-capacity versions, while consumers are extending their replacement cycles and favoring higher-priced products, driving premium smartphones to become the mainstream trend.
Data released by IDC Korea on the 28th shows that in the first quarter of this year, products priced at $800 (approximately 1.22 million won) or more accounted for 73.2% of total smartphone shipments in South Korea. This represents a 13.7 percentage point increase from 59.5% in the same period last year. IDC data indicates that the share of premium smartphones in South Korea was 74% in the third quarter of 2025, with no data available for the fourth quarter. Based on this, it is estimated that after surpassing 70% in the third quarter of last year, premium smartphones have maintained strong growth momentum.
IDC analysis suggests that, in addition to strong sales of Samsung Electronics' Galaxy S26 series, the launch of flagship products by Apple and Xiaomi has also boosted the share of high-priced products. At the same time, the sales strategies of major manufacturers focusing on premium new products and large-capacity models have also had an impact. Samsung Electronics and Apple are targeting premium demand in the South Korean market with their Galaxy S series and iPhone Pro models, respectively, expanding models with larger storage capacities than the base versions, and emphasizing performance differences in premium products such as cameras, artificial intelligence (AI), and displays.
Another factor behind the expansion of premium product sales is the high exchange rate and rising memory prices. Amid increased cost pressures, manufacturers need to improve per-unit profits rather than increase total shipment volumes. As manufacturers expand the proportion of direct sales through their own online and offline stores, they are increasing premium smartphone sales. Although multiple price-point 5G new products have been launched in the mid-to-low-end market, their shipment share has declined year-on-year.
Major manufacturers such as Samsung Electronics and Apple are expected to continue focusing on premium products and large-capacity model sales in the second half of this year. Due to sustained cost pressures from high exchange rates and rising memory prices, they are expected to ensure profitability by adjusting product prices and distribution channels. Samsung Electronics plans to launch the Galaxy Z8 series in July this year, while Apple plans to launch the iPhone 18 series in September. IDC Korea researcher Kang Jihae stated: "Due to factors such as the sustained high exchange rate, pressure from rising memory prices, and expanding geopolitical uncertainties, the market is expected to slow down. Companies will prioritize ensuring profitability by focusing on large-capacity models of already-launched products, employing strategies such as price increases and expanding direct sales channels."
In the first quarter of this year, smartphone shipments in South Korea totaled approximately 3.78 million units, a year-on-year decrease of 0.5%. Analysis suggests that factors such as economic uncertainty and advance stocking to meet back-to-school demand have had an impact.
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