Apple Launches K-Pop Offensive in Samsung’s Home Turf of Korea
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Apple Inc. has enlisted K-pop girl band NewJeans to woo users in South Korea — the home ground of arch-rival Samsung Electronics Co. — as the world's most valuable company bets on a post-Covid global rebound in spending.The iPhone maker is opening its fifth store in the center of Seoul's posh Gangnam district, with local media reporting plans to open a sixth this year. Seoul would then have more Apple Stores than in iPhone-loving Tokyo. In a rare promotional event Wednesday, Apple set up a pop-up studio inside the new store, where visitors could listen to an exclusive spatial audio recording of NewJeans's hit song OMG, which approaches 360-degree sound by adjusting the music to the movement of a device. Apple is ramping up the offensive in Asia's key growth markets. Earlier this ...