Apple's budget iPhone model, the iPhone 17e, and its new laptop lineup, the MacBook Neo, have officially gone on sale in South Korea.
According to industry sources on the 12th, Korea's three major mobile carriers began selling the iPhone 17e through authorized retailers and online stores the previous day.
The iPhone 17e is a streamlined, lower-priced version of the iPhone 17 series. Apple kept the price unchanged from its predecessor, the iPhone 16e, at 990,000 won while doubling the base storage from 128GB to 256GB. A 512GB option is available for 1.29 million won. The device comes in black, white, and soft pink.
The phone features the same A19 chip used across the iPhone 17 lineup. It supports MagSafe for wireless fast charging, with wireless charging speeds twice as fast as the previous model.
The iPhone 17e's rear camera is a single 48-megapixel Fusion camera with 2x optical zoom. The 6.1-inch display uses Ceramic Shield 2, offering three times better scratch resistance than its predecessor, matching other iPhone 17 models.
Korea's three carriers are offering various incentives to attract iPhone 17e customers. SK Telecom provides one free OTT streaming service to customers who sign up for its online-exclusive "Direct 5G 76" plan and select the OTT benefit through T Direct Shop.
KT offers up to 50% discount on monthly fees when customers subscribe to its 5G Choice Special plan and use KT's premium family bundle. Benefits including unlimited data, VVIP membership, content perks, and free data sharing are available for around 50,000 won monthly. Customers who post purchase reviews on KT.com receive a free AirTag, plus a 7% fee discount.
LG Uplus is running a promotion covering the full 24-month installment cost of AirPods 4 for iPhone 17e customers who subscribe to plans of 105,000 won or more monthly and select the Apple Device Pack benefit.
With iPhone 17 series sales reportedly up more than 10% compared to the previous generation, consumer response to the budget iPhone 17e is drawing significant attention.
Not Just iPhone at 990,000 Won—MacBook Too
Apple also unveiled the MacBook Neo, positioned as a value-oriented laptop. The MacBook Neo features an aluminum chassis, 33cm Liquid Retina display, and all-day battery life, priced at 990,000 won. Its fanless design eliminates noise, and it delivers sufficient performance for educational and general office use. Unlike existing MacBooks, it comes in pastel colors including blush, indigo, silver, and citrus, targeting younger consumers.
Apple described the MacBook Neo as the ideal entry point into the Apple ecosystem for customers who have never used Apple devices before.