The global standardization strategy proposed by Levitt in the early 1980s has always been considered an important research topic by scholars studying international marketing strategy, and the debate for and against his argument has constituted a major pillar of international marketing research. However, the recently emerged smartphone provides a new approach to empirically analyzing Levitt's logic, and therefore this study focuses on smartphones to re-examine the feasibility of product standardization strategies by firms in the global market. This paper analyzed consumer satisfaction when a standardized product—the smartphone—is personalized through applications. Specifically, a research model was established positing that a product standardization strategy through personalization provides consumers in the global market with a high level of satisfaction, and this was empirically tested using data obtained from a survey of 456 Korean and international university students. According to the research results, the personalization of smartphones through applications fulfilled the individual needs of consumers, and consequently, despite the smartphone being a globally standardized product, the perceived utility of smartphones by consumers was found to be high both globally and across major regions. The significance of this study lies in demonstrating that a global product standardization strategy is feasible in the global market through the process of product personalization utilizing applications.