Apple is leaning all the way into the iPhone 17 Pro sticker craze now

Apple has officially joined the fun. In a fresh ad posted to its South Korean YouTube channel, the company shows the iPhone 17 Pro getting absolutely covered in stickers right on its big camera bump.

The 15-second spot flips between silver, orange, and dark blue models. One frame shows a hamster wearing headphones next to a red heart sticker that reads ANX HAMZZI KIM. Another has an angry black cat with lightning bolts or stacks of bread, avocado, and berries scattered across the lenses. It wraps up with the Korean line “stick it here stick it here” and the phone 17 Pro logo popping up, decorated too.

They also posted two separate YouTube Shorts videos. One just runs through a whole bunch of sticker possibilities. The other has you thumb-swiping along to a beat while stickers fly onto the device. They lean hard into the Korean slang “폰꾸” for phone customization.

This is not Apple starting the trend. People in Korea and across parts of Asia have been doing exactly this for months now. Many were not big fans of the large protruding camera bar on the iPhone 17 Pro. Instead of complaining, they turned it into a personal canvas and started slapping on cute stickers from cartoon animals to game characters, food, and flowers.

That said, the same video first surfaced back in late December, when it was shared on X by the @app_settings account.

Now, Apple is going all in with this dedicated ad campaign, complete with the hashtags #PhoneDecor and #iPhoneCustomization by uploading it to their YouTube channel.

That said, this isn’t the only recent promo campaign that Apple has run in Korea that caught the attention of people globally. Last September, the company quietly changed its iPhone Air advertisement there. They removed the common pinch gesture used in other markets because it carries a rude slang meaning about male anatomy. The local version swapped it out entirely to avoid any backlash.

For the moment, these sticker ads appear targeted only at the Korean market. Still, if you’re one of the many who find the new camera plateau ugly, you can at least take inspiration from these videos and decorate it to match your vibe.

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