Apple's first foldable iPhone launches in South Korea, but stock shortage dampens 'open-run' fever

Initial allocation limited to 30,000 units; carriers roll out competing perks to lure customers

SK Telecom bundles Google AI and Tving subscriptions, damage protection insurance

KT Corp offers free AirPods Pro 3 with Choice Double Device plan

LG Uplus debuts 70% trade-in program, device upgrades available from sixth month

Customers browse the iPhone Duo at the Apple Store in Myeong-dong, Jung-gu, Seoul on Friday, the device's official launch day in South Korea. The iPhone Duo — Apple's first foldable smartphone — carries domestic retail prices of 3.29 million won ($2,480) for the 256GB model, 3.59 million won for 512GB, 4.19 million won for 1TB and 5.09 million won for 2TB, making it the most expensive iPhone series ever sold in South Korea. Photo by Lim Se-jun

An LG Uplus model presents the iPhone Duo on its official launch day Friday. [Provided by LG Uplus]

Apple's first foldable smartphone, the iPhone Duo, officially went on sale in South Korea on Friday.

A stock shortage made in-store purchases impossible from the very first day, draining much of the excitement that typically surrounds Apple product launches.

Pre-orders placed ahead of the launch have already been pushed back to as late as January. With South Korea's initial allocation standing at just 30,000 units, the country's three major carriers have launched aggressive customer acquisition campaigns despite the constrained supply and challenging sales environment.

An SK Telecom model presents the iPhone Duo on its official launch day Friday. [Provided by SK Telecom]

The iPhone Duo on display at the Apple Store in Myeong-dong, Jung-gu, Seoul on Friday, the device's official launch day in South Korea. The iPhone Duo carries domestic retail prices of 3.29 million won for the 256GB model, 3.59 million won for 512GB, 4.19 million won for 1TB and 5.09 million won for 2TB, making it the most expensive iPhone series ever sold in South Korea. Photo by Lim Se-jun

Apple launched the iPhone Duo on Friday in more than 70 countries, including South Korea, the United States and Japan.

The usual frenzy of early-morning queues — known locally as "open runs" — was notably subdued at the Myeong-dong Apple Store. Only about 50 people lined up outside, roughly 30 fewer than had gathered for the iPhone 18 series launch on Sept. 18.

Apple had posted a notice on its South Korean website warning that walk-in purchases of the iPhone Duo would not be available due to limited initial stock.

Park Seong-geon, 33, a creative director who had been the second customer in line at the iPhone 18 Pro series launch, claimed the top spot this time. "I'll use the iPhone 18 Pro for personal use and the iPhone Duo for work," he said with a laugh.

During the week-long pre-order period that began Monday across all three carriers, the 256GB model at 3.29 million won ($2,480) and the 512GB model at 3.59 million won together accounted for about 60 percent of total reservations. Among color options, Star White proved more popular than Night Sky.

All three carriers moved quickly to use the iPhone Duo as a hook for customer acquisition. SK Telecom is offering customers who activate the device a two-month subscription to Google AI Plus (400GB) through its T Universe platform, along with a six-month subscription to Tving's ad-supported standard tier.

SK Telecom also partnered with Apple to launch insurance products for iPhone Duo users, including "T iPhone Care." The plan costs 17,000 won a month for up to 36 months and includes separate coverage for damage to the iPhone Duo's cover layer — a protective film designed to address creasing and light reflection at the fold.

Additional benefits include unlimited battery replacements when performance degrades, a three-year extended warranty and 24-hour technical support.

A customer browses the iPhone Duo at the Apple Store in Myeong-dong, Jung-gu, Seoul on Friday, the device's official launch day in South Korea. The iPhone Duo carries domestic retail prices of 3.29 million won for the 256GB model, 3.59 million won for 512GB, 4.19 million won for 1TB and 5.09 million won for 2TB, making it the most expensive iPhone series ever sold in South Korea. Photo by Lim Se-jun

A KT Corp model presents the iPhone Duo on its official launch day Friday. [Provided by KT Corp]

KT Corp is offering AirPods Pro 3 at no upfront cost — on a 24-month installment plan, with a 9.5 percent installment fee applied separately — to customers who sign up for its Choice Double Device plan. The promotion runs through Oct. 31.

Through KT's Direct Shop, customers can stack a 25 percent rate discount under a selective commitment plan with an additional 7 percent discount exclusive to the Direct Shop. iPhone Duo buyers also receive a four-item accessory package and a free one-year subscription to iCloud+ 200GB. Using an affiliated credit card at purchase can yield additional benefits — including cashback and device discounts — worth up to 1.44 million won.

LG Uplus became the first domestic carrier to introduce an early-return 70 percent trade-in program, priced at 18,000 won a month. Under the program, customers who use the iPhone Duo for a set period and then switch to a new iPhone through LG Uplus receive a portion of the original retail price back as points. Those points can be applied toward installment payments on an existing or newly purchased handset, or toward monthly service fees.

LG Uplus is also running a standard 50 percent trade-in program at 5,000 won a month, which compensates customers with up to 50 percent of the original retail price after 24 months of use. Customers who port their number to LG Uplus, activate the iPhone Duo and enroll in a trade-in program by Nov. 30 will receive the 24-month plan's monthly fee free of charge.

ko@heraldcorp.com