Orders open for Galaxy S23 series, but customers are in no hurry

Visitors browse displays of the Galaxy S23 series in a Samsung Electronics shop in Mapo District, western Seoul, on Tuesday, the first day of reservations for the new models. [SAMSUNG ELECTRONICS]

Samsung Electronics started accepting early orders for its new flagship line — the Galaxy S23 series — Tuesday, but online malls saw an unusually subdued reception due to the line's higher price tag and the overall dwindling demand for electronic devices.

Major e-commerce sites like Coupang, 11st and Samsung’s own site had stock in all four colors throughout most of the day: a stark contrast to the S22 and S21, which saw several models sell out within minutes or hours of the launch.

Korea's three largest carriers — SK Telecom, KT and LG U+ — begun accepting early orders for a trio of Galaxy S23 devices: the standard, Plus with a larger screen and Ultra with an advanced camera and a stylus pen.

The manufacturer took a conservative approach in setting its target smartphone output this year in the face of sluggish demand for handsets and a mountain of inventory left unsold.

Its 2023 target is now 290.7 million units, down from the 2022 target of 334.2 million, according to local press reports. The revised target is below 2018 and 2019 production levels.

The higher prices of the S23 series could turn consumers away as some try to purchase less amid rising interest rates and economic uncertainties.

The new models, first introduced on Feb. 1 in San Francisco, retail for about 150,000 won ($120) more than S22 models, a jump of roughly 15 percent.

The standard Galaxy S23 will go for 1.15 million won for the lowest storage option, and the bigger Galaxy S23 Plus 1.35 million won. The high-end Galaxy S23 Ultra, which comes equipped with a stylus and advanced cameras, will be priced at 1.59 million won.

The S23 comes in black, green, lavender and cream. On Samsung's online shop, more colors, including sky blue, red and lime, will be available.

BY PARK EUN-JEE [park.eunjee@joongang.co.kr]