Apple Korea has unveiled its latest “Shot on iPhone” campaign, spotlighting K-pop sensation Aespa. The group’s newly released “Dirty Work” music video, directed by the acclaimed Shin Woo-seok, was filmed entirely on the iPhone 16 Pro. This follows Apple’s past collaborations with big names like director Park Chan-wook and girl group NewJeans.
However, this choice is stirring conversation. Aespa’s involvement comes as NewJeans faces internal turmoil between ADOR’s Min Hee-jin and parent company HYBE. While Apple maintains the campaign was planned months in advance, the change in artist has led to online speculation. Some see it as a safe pivot amid controversy, while others question whether public image concerns influenced the decision.
Korean Reactions: Mixed Feelings and Fan Loyalty
The domestic response has been passionate, blending pride in Aespa’s global exposure with frustration over media narratives that pit the two girl groups against each other.
Top Korean Comments (Source : Naver)
“Long live Aespa and Karina! The prettiest and most talented idols!” (👍 934 / 👎 330)
“It makes sense to avoid a group fighting with their company. And now each solo activity costs 1 billion won?” (👍 480 / 👎 122)
“People who got 5 billion won in 2 years went crazy. This is why fake idealism is dangerous.” (👍 455 / 👎 147)
“Is it really necessary to frame this as Apple ‘choosing’ Aespa over NewJeans? The media is just stirring things up again.” (👍 249 / 👎 144)
“Aespa and NewJeans — I support both!” (👍 138 / 👎 81)
“Why drag NewJeans into this? Just talk about Aespa.” (👍 57 / 👎 11)
“This journalist wrote 280 articles in one month? That’s not journalism, that’s spam.” (👍 46 / 👎 3)
“I love both groups. Hope to see a collaboration one day.” (👍 34 / 👎 7)
Global Reactions: Contracts, PR Moves, and Media Games
International commenters viewed the partnership as a result of practical decisions — not personal betrayals.
Top Global Comments (Source : allkpop)
“Apple chose Aespa because they’re actively promoting, and not on a self-imposed hiatus.” (👍 35 / 👎 3)
“NewJeans’s contract ended. Apple chose a group that could deliver now.” (👍 25)
“The headline reads like it was written to provoke fan wars.” (👍 18 / 👎 1)
“When NJ, Min Hee-jin and their fans uplifted Aespa in unity… it was naive. They’re still rivals, and now Aespa’s replacing NJs.” (👍 10 / 👎 2)
“Allkpop is trying to fuel a fan war. Noted.” (👍 10 / 👎 3)
“Can’t blame Apple — if you ignore your contract, why should a brand trust you?” (👍 8 / 👎 2)
“They could’ve picked any HYBE group. Apple seems to be avoiding HYBE altogether now.” (👍 7 / 👎 13)
“Well, well, well.” (👍 13)
Cultural Take: Practicality vs. Loyalty in K-pop Branding
The Apple-Aespa partnership offers a snapshot of contrasting values in global fandom culture. In Korea, brand collaborations with idols are closely tied to public sentiment and loyalty. Aespa’s selection sparked debate not just about music, but about fairness, timing, and group loyalty.
Globally, however, the focus was more pragmatic: Apple made a business move. No drama, just marketing.
This reflects a deeper divergence: where Korean netizens often seek moral consistency and emotional loyalty, global fans tend to view the industry as a machine — strategic, unsentimental, and fast-moving.
Aespa may not have replaced NewJeans in spirit — but in strategy, they were ready.