Apple has released a new promotional video in South Korea showcasing iPhone 17 Pro devices decorated with tiny stickers. The unusual marketing approach highlights personalization options for Apple's upcoming flagship. The video uploaded to Apple's South Korean YouTube channel demonstrates the company's early advertising strategy for the unreleased device.

The stickers are strategically placed on the iPhone 17 Pro's "plateau," the protruding aluminum section housing the rear cameras, LED flash, microphone, and LiDAR Scanner. This specific area becomes a canvas for personalization, with Apple's ad suggesting "Stick it here" as a placement guide for the decorative elements.

Accompanying the main video are a pair of YouTube Shorts that extend the campaign's message. The videos carry the hashtags #PhoneDecor and #iPhoneCustomization, emphasizing Apple's effort to position the iPhone 17 Pro as a customizable device. This contrasts with Apple's traditional design-focused marketing that often discourages modifications to its products.

The campaign suggests Apple may be softening its stance on device customization, responding to market demands for personalization. The South Korean focus makes strategic sense given the region's vibrant mobile accessory market and consumer culture that embraces device personalization, signaling a potential shift in Apple's marketing approach.