Key facts
- Refurbished iPhone sales in Japan more than doubled after Apple announced price hikes in July.
- Apple raised iPhone prices in Japan by ¥8,000 to ¥25,000 on July 18.
- The weak yen and memory shortages are driving up prices for new IT equipment.
- Used smartphone sales in Japan reached a record 3.607 million units in fiscal 2025.
- Demand for used devices has broadened beyond iPhones to include Android phones and iPads.
- Businesses are starting to source used server components.
Japanese consumers and businesses are increasingly turning to the used market for smartphones and IT equipment due to rising prices driven by memory shortages and a weak yen. Following Apple's announcement of price increases for its iPhones in July, sales of refurbished models, particularly older iPhones like the SE, have surged. Nicosuma, an online marketplace, reported a doubling of orders for used smartphones shortly after Apple's price revision on July 18. This trend is attributed to a combination of factors, including the substantial price hikes on new devices, which range from ¥8,000 to ¥25,000, pushing even the lowest-priced models over ¥100,000. Data from MM Research Institute indicates that used smartphone sales in Japan reached a record 3.607 million units in fiscal 2025, a 12.4% increase year-on-year. The demand has expanded beyond iPhones to include Android devices and iPads, signaling a broader shift in consumer purchasing behavior. The market for certified pre-owned devices is also growing, enhancing consumer confidence in used products. This structural shift suggests that the used market is evolving from a cost-saving option into a mainstream purchasing channel as new device prices continue to escalate. In the corporate sector, businesses are also exploring the procurement of used server parts to manage costs amid supply chain pressures.