Amidst persistent noise surrounding the Apple iPhone 15, the iPhone 15 has been officially released in Korea.

On the morning of the 13th, the day of the domestic launch, the area in front of the Apple flagship store in Myeong-dong, Jung-gu, Seoul, was packed with people. Visitors entered to the applause of Apple staff and purchased new products, including the iPhone 15 series and Apple Watch series. According to the scene, there were at least 100 customers, including those who pre-ordered and those making on-site purchases.

Apple unveiled the iPhone 15 on the 13th of last month and began sales in major countries overseas on the 22nd. In Korea, the iPhone 15 series was officially launched on the 13th following a pre-sale period. Domestic retail prices range from 1.25 million won for the standard model to 1.35 million won for the Plus, 1.55 million won for the Pro, and 1.9 million won for the Pro Max. The iPhone 15 series features the first-ever USB-C charging port, the replacement of the so-called "M-shaped notch" Dynamic Island across all series, the application of titanium material to the Pro models, and the inclusion of the A17 Pro chip.

However, immediately after its launch, the iPhone 15 series faced controversy due to overheating and performance issues. Reviews from buyers regarding the Pro model followed one after another, stating that the device was unstable, with irregular battery drainage and power off issues. In Korea, there were criticisms that Apple was treating Korean customers like suckers, citing the fact that the launch in the Korean market was delayed by a month and that while the price of the iPhone 14 was the same, it did not properly reflect the exchange rate.

In response, Apple officially acknowledged the defect regarding the overheating issue and subsequently released a series of reports stating that improvements had been made through iOS updates. Regarding this, some pre-order customers also expressed opinions such as, "It is entirely possible to resolve this through software," and "Smartphones have always had minor issues in their early launch phases. It will be fine once it stabilizes."

Meanwhile, the iPhone 15 series, having already faced a controversy over overheating, is now embroiled in a controversy regarding fraudulent sales. On the 12th, the Korea Communications Commission urged users to exercise caution, stating that damages from fraudulent mobile phone sales resulting from false and exaggerated advertising are occurring.

It has been revealed that branches known as so-called "online self-purchased phone holy sites" are secretly conducting business through internet cafes or messenger open chat rooms, claiming that the latest smartphones, including the iPhone 15 worth 1.25 million won, can be purchased at low prices.

Some retailers are misleading consumers by presenting low prices using selective contract discounts and credit card partnership discounts as the sole benefits, deceiving them with these terms. In addition, the subscription application form, which is filled out under the pretext of offering a substantial discount (300,000 to 400,000 won) through special discount conditions at the sales outlet, is subject to the condition that the discount is provided only if the device is changed after two years of the contract, so consumers are urged to be aware of this.

The Korea Communications Commission stated that, as the market is overheating due to competition to attract subscribers following the launch of the iPhone 15 and complaints regarding user fraud are increasing, it urged the three mobile carriers to refrain from illegal subsidies and stabilize the market, adding, “We plan to strengthen monitoring of false and exaggerated online advertisements and form inspection teams to conduct on-site inspections.”