[On the Scene] "I Want to Try the Variable Aperture": Consumers Drawn to the iPhone 18 Pro

[Financial News] At 7:30 a.m. on the 18th, Apple Myeongdong in Jung-gu, Seoul, was packed with people as Apple's new smartphones, the iPhone 18 Pro and iPhone 18 Pro Max, went on sale in South Korea. As the opening time approached, about 300 people gathered outside the store. Entry began at exactly 8 a.m. amid cheers from the employees.
Lee Young-joo, 32, the first customer to enter the store, had waited outside for about 13 hours from 7 p.m. the previous day. Lee had also lined up before opening for the launches of the iPhone 16 and iPhone 17. This time, Lee chose the iPhone 18 Pro in Glacier. Lee said, "Becoming the first person to buy a new iPhone has been on my bucket list, so I have tried for three years. I am very happy to have finally succeeded this time."

The iPhone 18 Pro display area drew the most attention at the store that day. Consumers holding the device closely examined its new colors and camera. Some also placed their existing smartphones beside it to compare camera performance.
The key change in this year's iPhone Pro series is its camera. The iPhone 18 Pro features a 48-megapixel main camera with a variable aperture. This allows users to adjust the amount of light entering through the lens according to the shooting environment or the desired look. Users can also directly control a wider range of shooting settings, including the aperture, shutter speed and white balance.
Park Seong-geon, 34, a video director, plans to use the iPhone 18 Pro he purchased that day for filming work. Park smiled broadly and said, "I applied for the preorder because I wanted to try the variable aperture included in this model as soon as possible. I can't wait to get to work and show it off to my colleagues."
Store employees also explained the camera features to customers and guided them through changing the aperture value and taking photos. For users who frequently take photos or shoot videos, the ability to directly control the shooting process, rather than simply having more megapixels, is considered a key distinguishing feature of the new product.
Jo Jae-young, 33, who works in accessory production and sales, said, "I used to photograph products with my company's iPhone, but now I can work with my own iPhone." Jo added, "I use the macro function often at work, so I think I'll have plenty of opportunities to use it."

Preorder demand was concentrated on the relatively less expensive and smaller Pro model. According to the telecommunications industry, the iPhone 18 Pro accounted for 78% of all iPhone 18 Pro series preorders at SK Telecom (SKT), about 70% at KT and about 80% at LG Uplus.
The phones were available in four colors: black, silver, Glacier and Burgundy. Many customers compared the newly added Burgundy and Glacier colors in person. Silver was the most popular choice in preorders through the three telecommunications companies, but quite a few visitors at the store chose Burgundy.
Jo said, "I thought Burgundy was the signature color of the iPhone 18 Pro, so I bought it in Burgundy. I also thought last year's orange iPhone 17 was quite beautiful, but I really like this Burgundy as well."
With Apple set to launch its first foldable smartphone, the iPhone Duo, on the 23rd of next month, some consumers were weighing their options between the Pro series and the Duo.
Kim Yu-rim, 17, who visited with her mother and purchased an iPhone 18 Pro in silver, said, "The iPhone Duo seemed too large for me to use, so I chose the Pro. I think I can use an iPad for studying or watching videos."
South Korea was included among the first-wave launch countries for the iPhone again this year, drawing foreign tourists to the store as well. Foreign customers trying out or purchasing the new products could easily be seen throughout the store. Mirae, 28, a Vietnamese resident of South Korea, purchased an iPhone 18 Pro Max and said, "I like that the screen is larger than the Pro's and that the battery lasts longer."

[email protected] Yoon Hong-jip Reporter