SEOUL, December 19 (AJP) - Koreans in their 40s have long been seen as digitally fluent, image-conscious and economically confident — hip moms and dads who keep pace with trends and AI tools alike. Lately, however, they have come under a new kind of mockery: for trying too hard to look young.
At the center of the joke — and the shift — is the smartphone. More specifically, the iPhone, increasingly embraced as a symbol of youthfulness.
What began as online “young-forties” memes poking fun at flashy, colorful iPhones has evolved into a tangible realignment in South Korea’s most competitive consumer-electronics market. The stigma has become strong enough to trigger a generational crossover: younger users are gravitating toward Samsung’s Galaxy lineup, while consumers in their 40s and above are moving into Apple’s ecosystem.
Survey data point to a clear divergence. Among men in their 20s, Galaxy usage rose to 56 percent this year, overtaking iPhone at 43 percent — the widest gap in three years — according to Gallup Korea. By contrast, iPhone usage among men in their 40s jumped to 35 percent, up 16 percentage points from a year earlier, as Galaxy’s share slid into the low-60 percent range.
Behavioral data reinforce the trend. Naver Data Lab shows that men in their 40s now account for the largest share of searches for flagship models such as the iPhone 17 Pro, Galaxy S25 Ultra and Samsung’s Z Fold 7, reflecting both higher purchasing power and a growing preference for premium, attention-grabbing devices.
The popularity of the iPhone’s cosmic-orange colorway among 40-somethings has fueled online memes branding it the “uncle phone,” an irony that has only accelerated the shift among younger users seeking to avoid the association.
“I’ve always used Galaxy for work efficiency and considered myself a loyal customer,” said Kim Dong-won, a Seoul resident who recently turned 40. “But these days, my friends and I are seriously debating whether to buy the new iPhone 17 because of its trendy look. At this age, it feels like phone design is the one thing we haven’t prioritized.”
Consumer experts say the phenomenon reflects a deeper identity shift.
“Koreans in their 40s increasingly want to live with a younger, trend-driven mindset,” said Lee Eun-hee, emeritus professor of consumer studies at Inha University. “There is a strong desire to signal that sensibility to others — to show that they are keeping up with contemporary culture.”
Younger cohorts, meanwhile, are moving in the opposite direction. Despite the iPhone’s long-standing status as a symbol of youth among Millennials and Gen Z, Samsung’s foldable lineup — particularly the Z Flip 7 — is gaining traction.
Samsung data show that users aged 10 to 30 accounted for roughly half of preorders for recent foldable devices, marking the first time that demographic has reached that level since the company introduced foldables in 2019.
Perceptions of innovation are also playing a role. In a survey of 1,200 smartphone users aged 19 to 49 conducted by Embrain TrendMonitor, 70.2 percent said Apple’s innovation “feels weaker than before,” while 65.7 percent said Galaxy designs now look “more refined” than in previous generations. The crossover has narrowed what was once a clear aesthetic divide between the two brands.
Workplace behavior and payments convenience add another layer. Although Galaxy has traditionally held an edge in work-related features such as call recording and file flexibility, iPhone adoption among white-collar workers rose to a record 35 percent this year, helped by expanded Apple Pay support and carrier-enabled call-recording apps.
Even politics appears to mirror the demographic realignment. Gallup data show that progressive respondents display higher iPhone usage, while conservative respondents favor Galaxy — a gap that widened last year. Online political communities have amplified the dynamic, turning device choice into another form of social signaling.
“The shift among Koreans in their 40s is closely tied to identity expression,” said Lee Soo-joon, professor of business at Sejong University. “Apple hasn’t introduced foldables or fundamentally new form factors, yet this group is gravitating toward the iPhone, often choosing standout colors like orange. For many, it’s a form of small self-gratification — a way to express personality at a time when bigger lifestyle upgrades, such as housing, feel financially out of reach.”
For now, the cross-generational pendulum is swinging in opposite directions. And in South Korea’s hyper-competitive smartphone market, the device people carry is becoming yet another marker of age, identity and social belonging.
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