South Korean youth is gravitating towards the iPhone and Samsung is definitely feeling threatened.
American teenagers overwhelmingly prefer the iPhone over Android phones
. So strong is the brand affinity that many young people believe that they would be shunned by their friends if they switch to Android. More alarmingly, Samsung seems to be losing young customers to Apple in its home turf of South Korea. Even though Samsung is the dominant player in the country with an estimated market share of 63 percent,and 41 percent of smartphone owners between the ages of 30 and 39 use an iPhone.
Samsung is definitely feeling the alarm bells ringing. In June, it opened a flagship retail store in Gangnam and branded it as a "playground for millennials and Gen Z." In a break from tradition, the company held the summer Unpacked event in South Korea instead of the US. According to a new
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