With the upcoming release of Apple's new iPhone 18, retailers are intensifying their pre-order competition. From trade-in compensation for used phones and fast delivery to mobile plan discounts, care services, and point accumulation, each company is layering its unique strengths onto iPhone purchase benefits.
According to industry sources on the 17th, Lotte E-Mart, E-Mart, Coupang, and others are accepting pre-orders for the iPhone 18 series this month. As more consumers opt for self-provisioned devices by purchasing handsets directly through retail channels rather than carriers, retailers are leveraging pre-orders as an opportunity to secure customers. For retailers experiencing a decline in related sales due to reduced spending on home appliances, smartphones have emerged as new customer-acquisition products. In fact, the usage rate of self-provisioned devices in Korea has been steadily rising. According to the Ministry of Science and ICT, the usage rate of self-provisioned devices increased from 25.5% in 2022 to 30.8% in 2023 and 33.7% in 2024.
Lotte E-Mart is accepting pre-orders for the iPhone 18 Pro series until the 17th of this month. Both customers purchasing through carriers and those buying self-provisioned devices will receive El Point accumulation, card discounts, and trade-in compensation. Particularly for self-provisioned customers, the company offers up to 10% cashback when paying with a promotional card and interest-free installment plans for up to 24 months, along with a 50% discount on genuine cases.
The company has also strengthened compensation benefits aimed at reducing costs incurred when switching phones. Through its "Cash Compensation for Used Phones" program, customers who return their existing smartphones receive compensation amounts based on the device type and condition. The retailer also operates a "Highest Trade-in Price Compensation Program," which provides additional compensation for the price difference if another store offers a higher buyback price.
The company has even integrated mobile services. Customers who subscribe to Lotte E-Mart's own mobile MVNO plan, the "E-Mart Plan," can use a 30GB data plan for just 7,900 won per month for one year. This effectively ties together the entire mobile ecosystem, from iPhone sales and device replacement to mobile bill payments.
E-Mart leverages its advantage as a large-scale supermarket chain. The retailer is accepting pre-orders for the iPhone 18 Pro and Pro Max at all 75 Ace Stores nationwide across E-Mart locations. Additionally, 10,000 customers who enter via the E-Mart app on a first-come, first-served basis will receive 30,000 won in e-money. Customers who pre-order through E-Mart's proprietary digital grab service can pick up their products at their desired date and time at either E-Mart or Trader's stores, or have them delivered via courier.
E-Mart is expanding its customer touchpoints across the entire Apple product lineup by using the iPhone as a catalyst. This comes as sales of Apple products at E-Mart show growth trends. Related product sales increased by approximately 10% year-on-year last year, and through August this year, they have risen by more than 30% compared to the same period last year.
Coupang has highlighted its strength in speed, a key advantage of e-commerce. The company provides Rocket Delivery for customers who pre-order the iPhone 18 Pro and Pro Max models. When returning an existing device, Coupang offers a base compensation amount plus up to an additional 60,000 won. For returns of two or more devices, an additional compensation of up to 80,000 won per device is provided starting from the second device. The company emphasized its delivery competitiveness by ensuring that customers in Jeju can receive their orders starting from the morning of the shipping day, just like on the mainland.
The company has also prepared post-purchase services. Customers who subscribe to "Coupang Care with AppleCare Service" receive one free repair if either the front or back glass is damaged. Additionally, customers who activate a SIM card for a low-cost mobile carrier will receive up to 240,000 won in Coupang Cash.
An industry executive stated, "Popular new products like the iPhone can serve as an important opportunity to attract new customers and connect them to our own payment systems, membership programs, mobile services, and after-sales support."
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