Apple is increasing its presence in South Korea, home of rival Samsung, by targeting Generation Z consumers. A recent survey found that 52% of people aged between 18 and 29 in the country use iPhones, suggesting that Apple is more popular among younger consumers than Samsung. Apple is opening new retail stores in South Korea, including one in Seoul’s Gangnam district, close to Samsung’s Delight brand shop. The company is also expanding its mobile payment service, Apple Pay, in the country. In response, Samsung has rebranded its retail stores and is reportedly considering adding its Samsung Pay feature to its Galaxy Watch smartwatch.
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