“Everyone, your attention please! Ms. Kim Ji-min has just become the very first buyer of the iPhone 17. A big round of applause and cheers, please!”
This was the welcome that greeted the first customer, Kim Ji-min, a woman in her 20s, as she made her way through a massive crowd at the Apple Store in Myeong-dong, Seoul, at 8:00 a.m. on Friday, the launch day for the iPhone 17 series. The customers, who entered amidst applause, couldn’t hide their joyful expressions and were busy filming the moment to capture the memory.
Kim, an avid Apple user and early adopter, changes her phone every year. “I arrived at 9:30 last night and waited for over 10 hours,” she shared with a grin. “I am switching from my Galaxy S25 Edge for the iPhone 17 Air.” As for her reason for choosing the Air model, she replied, “Its thinness and light weight are a huge attraction.” Kim expressed disappointment at the public’s lukewarm reception, insisting, “These new models are extremely well-made. The Pro has a massively upgraded camera, the Air is a new form factor, and the standard model is packed with new features. I am satisfied.”
The line outside Myeong-dong’s Apple Store stretched into the early morning hours. By 7 a.m., over 150 eager customers had gathered, with more than half of those being foreigners. Kim Dong-yong, a staff member managing the line, noted, “It’s been a steady stream since last night. Myeong-dong always draws a global crowd, but I’m seeing an exceptional number of foreign tourists today.”
Julius, a 30-year-old German citizen living in Japan, came to Korea on the Wednesday to meet a friend and to buy the iPhone 17. “I decided to buy it in Korea because it’s tax-free,” Julius said. “I’ve been using the iPhone 11 Pro, but it’s high time for an upgrade to the 17 Pro in Silver.” He admitted, “I wasn’t initially sold on the camera island design, but seeing it in person for the first time today, I’m also excited. The improved camera performance is the most welcome change. I also plan to buy the AirPods Pro 3 with the improved battery.”
A Portuguese couple, Felipe and Matilde, both in their 30s, joined the line at 7a.m. Having enjoyed a two-week trip in Korea, they decided to do an “open run” for the iPhone 17, AirPods Pro 3, and Apple Watch 11, just hours before their flight home. Felipe, currently an iPhone 15 user, remarked, “Korea is much cheaper than Europe. My work often requires translations, so I’m eager to test drive the AirPods Pro 3’s new features.” Matilde added, “The Pro is too expensive, and I don’t like the camera island design, so I gave up on buying it. I chose the standard model, which finally has a 120Hz refresh rate. The design is also so pretty, I can’t wait to get it.”
20-year-old man named Kim, who has always used iPhone Pro models, visited the Apple Store with a friend of the same age. “I’m buying the Pro again this time,” he said with a smile. “Everyone’s griping about the camera bump, but I’ve gotten used to it, so it looks fine to my eyes.” He added, “I’m especially excited about the upgraded telephoto lens, and the overall performance has improved, so the enhanced usability is noteworthy. I’m going to buy it quickly and then go eat with my friend.”
