Samsung Dominates Mobile Market in Phablet-Heavy South Korea, Apple Devices Have Just 14% Share

As Samsung's home country of South Korea approaches connected device saturation, Apple's share of the market is dwarfed by Samsung's share, according to a new report from mobile analytics firm Flurry.

Of a total of 33,527,534 active smartphones and tablets in South Korea, Apple iPads and iPhones make up 14 percent. Samsung devices, including larger phone/tablet hybrids, make up 60 percent of all connected devices. LG and Pantech are also popular in the country, with 10 and 15 percent share, respectively.

southkoreaphones
Based on rapid device adoption in 2011 and 2012 and slowing adoption numbers in 2013, Flurry suggests South Korea is the first market to approach connected device saturation, serving as an early indicator of what smartphone adoption might look like in other worldwide markets as mobile market growth begins to slow.

As shown in the graph, that growth has slowed markedly in the past year or so, and has even been negative in some months. That implies that the South Korean connected device market either already is, or will soon be, the first in the world to reach saturation. As such, it provides a good early indicator of what other markets can expect once the rapid growth period the mobile market has experienced over the past few years ends.

Unlike other parts of the world, however, phone/tablet hybrids more commonly known as "phablets" are highly popular in South Korea. While 41 percent of connected devices in South Korea are phablets, the hybrids remain fairly unpopular in the rest of the world, making up just 7 percent of the market. Tablets were also more popular worldwide, making up 19 percent of connected devices, compared to just 5 percent in South Korea.

phablets
As noted during Apple's third quarter financial results call, though the iPhone remains less popular in South Korea, it topped a customer satisfaction survey [Google Translation] in the country, outpacing Samsung by two percent.

As companies like Samsung, LG, and HTC continue to produce larger smartphones, Apple too is said to be experimenting with additional iPhone sizes ranging from 4.8 inches to 6 inches, which could shift more of the market in Samsung’s home country towards Apple in the future.

Popular Stories

cook sept 2020 event

Gurman: Apple Preparing Pre-Recorded iPhone 14 and Apple Watch Series 8 Event

Sunday August 7, 2022 6:13 am PDT by
Apple has "started to record" its virtual September event, where it's expected to announce the upcoming iPhone 14 lineup, the Apple Watch Series 8, and a new "rugged" Apple Watch model, according to Bloomberg's Mark Gurman. Writing in his latest Power On newsletter, Gurman says the event, which is expected to take place in the early part of September, is already under production, implying...
iPhone 14 Lineup Feature Purple

Color Options for All iPhone 14 Models: Everything We Know

Monday August 8, 2022 3:59 am PDT by
The iPhone 14 and iPhone 14 Pro models are rumored to be available in a refreshed range of color options, including an all-new purple color. Most expectations about the iPhone 14 lineup's color options come from an unverified post on Chinese social media site Weibo earlier this year. Overall, the iPhone 14 and iPhone 14 Pro's selection of color options could look fairly similar to those of the ...
ios 16 beta 5 battery percent

iOS 16 Beta 5: Battery Percentage Now Displayed in iPhone Status Bar

Monday August 8, 2022 10:43 am PDT by
With the fifth beta of iOS 16, Apple has updated the battery icon on iPhones with Face ID to display the specific battery percentage rather than just a visual representation of battery level. The new battery indicator is available on iPhone 12 and iPhone 13 models, with the exception of the 5.4-inch iPhone 12/13 mini. It is also available on the iPhone 11 Pro and Pro Max, XS and XS Max, and...
iOS 16 battery percentage

Apple Limiting iOS 16 Beta 5 Battery Percentage Display to Select iPhones: Here Are the Supported Devices

Tuesday August 9, 2022 2:51 am PDT by
Apple this week brought back one of the most highly requested features from iOS users since the launch of the iPhone X in 2017: the ability to see your battery percentage directly in the status bar. Ever since the launch of the iPhone X with the notch, Apple has not allowed users to show their battery percentage directly in the status bar, forcing them to swipe down into Control Center to...
ios 16 battery indicator 2

Everything New in iOS 16 Beta 5: Battery Percentage in Status Bar, Find My Changes and More

Monday August 8, 2022 12:53 pm PDT by
Apple today seeded the fifth beta of iOS 16 to developers for testing purposes, introducing some small but notable changes to the iOS operating system. Subscribe to the MacRumors YouTube channel for more videos. We've rounded up everything new in the fifth beta below. Battery Percentage in Status Bar The battery icon in the status bar now displays the exact battery percent, a feature that ...
iphone 14 pro max camera bump compared lipilipsi 16 9

Bigger iPhone 14 Pro Max Camera Bump Shown Alongside iPhone 13 Pro Max

Monday August 8, 2022 4:33 am PDT by
The camera bump on the upcoming iPhone 14 Pro Max is expected to be the largest rear lens housing Apple has ever installed on its flagship smartphones, and a new photo offers a rare glimpse at just how prominent it is compared to Apple's predecessor device. iPhone 14 Pro Max dummy (left) vs iPhone 13 Pro Max All iPhone 14 models are expected to see upgrades to the Ultra Wide camera on the...
airpods pro black background

Beyond iPhone 14: Five Apple Products Expected to Launch Later This Year

Monday August 8, 2022 9:43 am PDT by
While the iPhone 14 and Apple Watch Series 8 are expected to be announced in September as usual, there are several more Apple products rumored to launch later this year, including new iPad and Mac models and more. Beyond the iPhone and Apple Watch, we've put together a list of five Apple products that are most likely to be unveiled by the end of 2022. Second-Generation AirPods Pro Apple...