How Generation Z Shapes Technology Preferences: Galaxy vs. iPhone and the Rise of the ‘Young Forties

October 1, 2025

Seoul, South Korea – A notable change is brewing in the South Korean smartphone market. Recent data indicates a growing preference for galaxy devices among generation Z, while the once-dominant iPhone is finding a stronger foothold with older demographics, dubbed the “young forty” cohort.

A Generational Divide in Smartphone Loyalty

For years, Apple’s iPhone held a strong appeal for South Korean youth, symbolizing status and a modern lifestyle. However, a shift is underway. Twenty-six-year-old Kim Seon-ah, a freelancer, recently switched from an iPhone 12 Mini to a Galaxy S23 and has reported a positive experience. She emphasized the importance of practicality and convenience, specifically mentioning features like call recording and Samsung Pay as key factors in her decision.

This sentiment reflects a broader trend where younger consumers prioritize functionality over brand prestige. Samsung is capitalizing on this by offering sleeker designs and useful features designed to appeal to a wider audience.

the “Young Forty” Embrace Apple

Interestingly, as younger consumers drift towards Galaxy, Apple is seeing increased loyalty among those in their forties. This demographic, playfully referred to as “young forty” in Korea, seems to embrace Apple as a symbol of continued trendiness and sophistication. Social media trends further reinforce this, with memes depicting older men proudly displaying the latest iPhone models alongside fashionable accessories.

Samsung’s Possibility to Reinvent Its Image

This market shift presents a crucial opportunity for Samsung to redefine its brand and shed its previous reputation as a phone primarily favored by older men – a perception often encapsulated by the nickname “ajae phone,” where “ajae” is Korean slang for a man in his forties or older. The company is actively working to modernize its image and attract a broader consumer base.

Numbers Tell the Story

A July survey conducted by Gallup Korea reveals the extent of this shift. Smartphone penetration in South Korea remains near universal at 98%, but brand loyalties are demonstrably changing, particularly among those aged 20-29. Samsung has gained six percentage points in this demographic, now holding 40% of the market share, while apple has seen a decline to 60%. This represents a significant reversal from two years ago, where Apple commanded 65% of the 20-something market.

Age Group	Samsung Market Share (2025)	Apple Market Share (2025)	Samsung Market Share (2023)	Apple Market Share (2023)
20s	40%	60%	32%	65%
40s	67%	31%	N/A	N/A

Did You Know? Samsung Pay is a significant driver of Galaxy’s appeal in South Korea,offering seamless mobile payments and easy access to financial services.

The trend is also visible in the older demographic. Within the 40-something age group, Apple’s market presence has risen to 31%, a 12-percentage-point increase from 2024, while Samsung’s share has decreased to 67%. This resurgence of Apple among older consumers was relatively marginal in the preceding year.

pro Tip: When considering a new smartphone, evaluate your priorities. If functionality and convenience are paramount, Samsung offers a wealth of features. If brand prestige and ecosystem integration are key,Apple remains a strong contender.

the Broader implications of Brand Shifts

This evolving landscape in South Korea mirrors global trends in consumer behavior. Increasingly, consumers are prioritizing value and functionality over brand names alone. The rise of budget-friendly yet feature-rich smartphones from brands like Xiaomi and Oppo further demonstrates this shift.The ability for companies to adapt to these changing preferences will be a key determinant of success in the years to come.

furthermore, the importance of localized features-such as Samsung Pay in South Korea-highlights the need for companies to tailor their offerings to specific market demands. Understanding and catering to the unique needs of different demographics is crucial for maintaining a competitive edge.

Frequently Asked Questions about Galaxy vs. iPhone

• What is driving the shift towards Galaxy phones among younger Koreans? Younger consumers are increasingly valuing practicality and features like call recording and mobile payment options offered by Galaxy.
• Why are older Koreans gravitating towards iPhones? The “young forty” demographic frequently enough views iPhones as a status symbol and a marker of continued trendiness.
• What is Samsung doing to appeal to younger consumers? Samsung is focusing on sleeker designs, useful features, and marketing campaigns targeting a younger audience.
• Is this trend limited to South Korea? While most pronounced in South Korea, similar shifts in brand preference are being observed globally.
• What is the “ajae phone” nickname? “Ajae phone” is Korean slang for Samsung phones, reflecting a previous perception that thay were primarily used by men in their forties or older.

What do you think about this shift in smartphone preferences? Do you see similar trends in your region? Share your thoughts in the comments below!

What role does financial consciousness play in Gen Z’s smartphone preferences?

How Generation Z Shapes Technology Preferences: Galaxy vs. iPhone adn the Rise of the ‘Young Forties’

The shifting smartphone Landscape: Beyond Brand Loyalty

For decades, the smartphone market was largely defined by a duopoly: Apple’s iPhone and Samsung’s Galaxy. However, the rise of Generation Z (born roughly 1997-2012) is actively reshaping these dynamics. This isn’t simply about choosing a phone; it’s about how a generation raised on digital fluency views technology – as a tool for self-expression, community building, and pragmatic functionality. The increasing influence of the “Young Forties” – Millennials aged 40-45 who are digitally adept and often early adopters – further complicates and accelerates these trends. Understanding these shifts is crucial for tech companies, marketers, and anyone interested in the future of consumer technology. Key terms driving this change include smartphone preferences, gen Z tech trends, iPhone vs Android, and mobile technology adoption.

Gen Z’s Pragmatic Approach to Tech: Function Over Form?

While iPhones historically held a strong “cool factor” and status symbol appeal, Gen Z is demonstrating a more pragmatic approach. Several factors contribute to this:

* Financial Consciousness: Gen Z came of age during economic uncertainty (the 2008 recession and subsequent events). This fosters a value-driven mindset. Android phones, particularly Samsung Galaxy devices, frequently enough offer comparable features at lower price points. Affordable smartphones are a meaningful draw.

* Customization & Open Source: android’s open-source nature and greater customization options resonate wiht a generation that values individuality and self-expression. they want to personalize their devices, not be confined to a walled garden. This includes things like custom launchers, widgets, and the ability to sideload apps.

* Camera Capabilities: While iPhones are renowned for their camera quality, Samsung Galaxy phones have consistently closed the gap, and in some areas (like zoom capabilities and low-light performance) even surpassed Apple. For a generation that documents their lives extensively on platforms like TikTok and instagram, camera quality is paramount. Smartphone photography is a major driver.

* Battery Life & Charging: Gen Z users are heavy smartphone users.Longer battery life and faster charging speeds are highly valued. Samsung’s advancements in these areas are attracting attention.

The ‘Young Forties’ Influence: Bridging the Gap

Millennials in their 40s, often dubbed the “Young Forties,” represent a powerful demographic. They grew up with technology but have the purchasing power of established professionals. Their influence is significant:

* Early Adoption & Influence on Younger Generations: Young Forties often introduce technology to their children, influencing their initial brand perceptions.

* Brand Switching: Unlike older generations who often exhibit strong brand loyalty, Young forties are more open to switching brands based on features, price, and overall value. This creates opportunities for Android devices to gain market share.

* Demand for Seamless Integration: This demographic values seamless integration between their devices,smart home ecosystems,and work tools. Android’s broader compatibility with various devices can be an advantage.

* Focus on Productivity: The Young Forties often prioritize productivity features and multitasking capabilities,wich Android phones frequently excel at.

Galaxy’s Strategic Advantages: Innovation and Ecosystem

Samsung has strategically positioned the Galaxy line to appeal to Gen Z and the Young forties:

* Foldable Technology: The Galaxy Z Fold and Z Flip series represent cutting-edge innovation, attracting attention from tech enthusiasts and early adopters. Foldable phones are a key differentiator.

* Ecosystem Integration: Samsung’s expanding ecosystem of devices (smartwatches, earbuds, tablets, smart home appliances) creates a compelling user experience and encourages brand loyalty.

* Aggressive Marketing: Samsung actively targets Gen Z and Millennials through social media marketing,influencer collaborations,and partnerships with popular apps.

* Competitive Pricing: Offering a range of Galaxy devices at various price points allows Samsung to cater to different budgets.

iPhone’s Response: Maintaining Appeal Through Brand & Software

Apple isn’t standing still. They are responding to these shifts with:

* Enhanced Camera features: Continued improvements to iPhone camera technology, including computational photography and cinematic mode, remain a key selling point.

* Focus on Privacy: Apple’s strong emphasis on user privacy resonates with a growing number of consumers, including Gen Z. Smartphone security is a rising concern.

* Software Ecosystem: The seamless integration of Apple’s hardware and software remains a significant advantage.

* Apple Watch Integration: The Apple Watch’s health and fitness features are particularly appealing to health-conscious Millennials and Gen Z.

The Rise of Niche Brands & choice Operating Systems

While the iPhone vs. Galaxy debate dominates headlines,other brands are gaining traction:

* Google Pixel: The Pixel line offers a pure Android experience,excellent camera capabilities,and timely