"Why Are There So Many of These?" Did Jay Y. Lee’s Pointed Joke Hit Home...Sudden Shift in iPhone Loyalty Among 20-Somethings

Galaxy Achieves 81% Market Share in South Korea

'iPhone Love' in the 20s: Gap Narrows to Just 6 Percentage Points

Signs of Shifting Brand Loyalty...Influence of AI Strategy and More

"Why are there so many iPhones?" "You should bring a Galaxy instead."

Jay Y. Lee, Chairman of Samsung Electronics, has made these pointed jokes at official events for some time, but they are increasingly becoming a reality. This is because clear signs of a shift are emerging in the domestic smartphone market for people in their 20s, a sector once considered Apple’s stronghold. According to a recent survey, the dominance of iPhones among users in their 20s has weakened rapidly, significantly narrowing the gap with the Galaxy. Industry observers interpret this as the result of multiple factors, including not just product competitiveness but also artificial intelligence (AI) features, pricing strategies, and the completeness of each ecosystem, interacting together.

Actresses Lee Dahee (left) and Han Sohee taking a selfie with the Galaxy Z Flip product. Instagram capture

'Samsung 8 : Apple 2'...The Gap Widens Further

According to a Korea Gallup survey released on July 14, 2026, the primary brand used by South Korean smartphone users was Samsung Electronics’ Galaxy at 81%, with Apple’s iPhone accounting for 19%. Compared to last year’s figures (Galaxy 72%, iPhone 24%), Samsung Electronics’ market share has risen by around 10 percentage points.

Until now, the domestic market structure has allowed for the clear dominance of Samsung Electronics, yet iPhones maintained a certain share. However, in this latest survey, the gap has widened further, solidifying the '8 to 2' structure. This trend is seen as an indicator that goes beyond simple shifts in market share and suggests substantive changes in the standards consumers use to select their smartphones.

Cracks in the iPhone’s Foothold Among Youth in Their 20s

The most notable development is among users in their 20s. In the same survey, Galaxy’s usage rate among people in their 20s stood at 47%, compared to iPhone’s 53%. This is a dramatic change from last year, when Galaxy accounted for 40% and iPhone 60%, reducing the gap from 20 percentage points to just 6 percentage points.

Ive's Jang Wonyoung (left) and Aespa's Karina taking a selfie with an iPhone. Instagram capture

People in their 20s have traditionally been considered a stronghold for iPhones, with preferences shaped by design, brand image, and the iOS ecosystem. However, the rapid increase in Galaxy’s share in this age group signals change in this established trend.

This is significant because it hints at the possibility that the current migration is not merely temporary, but may eventually reshape long-term brand loyalty. Changing preferences among younger consumers are viewed as a key factor that could influence the entire market share landscape in the future.

The Combined Effect of AI Features and Pricing Strategies

Industry insiders point to several reasons behind this trend. First, as artificial intelligence (AI) capabilities have become a major competitive factor in the smartphone market, Samsung Electronics’ strategy of actively incorporating these features appears to have paid off in part.

Galaxy Z Flip product. Samsung Electronics Newsroom

Additionally, Samsung’s pricing policy and expansion of product lineups have also been seen as important influences. Providing more choices across a wide range of price points, not just premium models, is believed to have increased consumer accessibility.

Meanwhile, although Apple still maintains a robust ecosystem, there is speculation that a combination of price burden and shifting perceptions regarding the pace of innovation may be affecting some consumers' decisions.

"A Joke Becomes Reality"...Signals of Market Shifts

Against this backdrop, previous remarks by Jay Y. Lee, Chairman of Samsung Electronics, are resurfacing. He had often joked at public events, "Why are there so many iPhones?" and "You should bring a Galaxy instead."

Jay Y. Lee, Chairman of Samsung Electronics. Yonhap News Agency

Of course, it is still too early to say that a complete reversal has occurred, as iPhones continue to hold a slight lead in the 20s demographic. However, since the narrowing of the gap is proceeding so quickly, many analysts believe that depending on upcoming product launches and the next round of technological competition, the market structure could be upended.

This content was produced with the assistance of AI translation services.