Apple launched its iPhone 18 Pro series in South Korea on September 18, 2026, with the top-tier model priced at approximately 3.99 million won (about $2,900). This marks the highest price ever for an iPhone in the country, reflecting rising component costs and advanced features.
Despite the premium pricing, industry analysts note that Apple continues to lag behind competitors in artificial intelligence capabilities. The iPhone 18 Pro introduces an upgraded A20 chip and improved camera system, but its AI features, such as on-device Siri enhancements, remain less advanced than those offered by Samsung and Google, which have integrated generative AI more deeply into their flagship devices.
Consumer reaction in South Korea has been mixed. While loyal Apple fans praise the device's design and performance, critics argue that the high price is hard to justify given the AI shortcomings. The launch comes amid intensifying competition in the premium smartphone market, where AI is increasingly a key differentiator.
Apple has not yet announced specific AI features for the iPhone 18 Pro in Korea, and it remains to be seen whether the company can close the gap with its rivals in the coming months.
