Apple Inc. increased the price of the iPhone 17 in Japan by approximately 10% on Monday [1].
The price hike reflects the ongoing volatility of the Japanese yen and rising costs for hardware components [1], [2]. This adjustment forces consumers to decide between paying a premium for new technology or shifting toward a growing secondary market for electronics.
The standard model of the iPhone 17 now costs ¥142,800 [1]. This represents an absolute increase of ¥13,000 over the previous standard price of ¥129,800 [1].
Retailers in Tokyo are seeing the immediate effects of this pricing shift. At the Iosis Akiba Chuo-dori store, manager Takuma Mitsuhashi said that the number of customers looking for iPhones has increased [1].
Consumers are increasingly opting for used devices to avoid the new costs. One customer in their 30s said that because the price of new phones has risen, they came to look for a good used option. They noted that while a new phone might cost around 200,000 yen, a model from three versions ago could be found for about half that price, offering better value [1].
Other shoppers are prioritizing functionality over aesthetics. A customer in their 50s said they came to investigate the pricing, noting that used iPhones often have only minor scratches, while the internal hardware remains the same [1].
Apple has not provided a timeline for potential future adjustments, though market analysts suggest further hikes remain possible if the yen continues to depreciate [1], [2].
“The standard model of the iPhone 17 now costs ¥142,800.”
This price increase illustrates the direct impact of currency devaluation on consumer electronics. As Apple maintains global price floors, the weakening yen forces the company to raise local prices to preserve profit margins. The resulting surge in the used-device market suggests a shift in consumer behavior in Japan, where 'cost-performance' is becoming more critical than owning the latest hardware version.
