Apple announced price increases for iPhone models in Japan during the last week of June [1], [2].
The price adjustments reflect a growing affordability crisis for consumers as flagship devices move beyond the reach of average buyers. This shift has triggered a surge in demand for the secondary market, specifically for budget-friendly used devices.
Apple said rising global semiconductor costs and a historically weak yen were the primary drivers for the price revisions [3]. The cost of ownership has climbed steeply over the years; while the initial iPhone launch in Japan approximately 18 years ago was around ¥23,000 [1], typical prices now exceed ¥100,000 per unit [1].
Recent trends show further escalation. The iPhone 17, released last autumn, saw a price increase of ¥13,000, with top-end models now exceeding ¥210,000 [1].
These costs have pushed more consumers toward used smartphones. Domestic sales volume for used devices reached 3.6 million units in the last fiscal year [1]. There is particular interest in "C-grade" devices, phones with visible damage or scratches, which are often priced around ¥20,000 [1], [3].
Reports on the June 25 price revision are contradictory. TBS News Dig said there was a large price increase for iPhones [1], [3]. However, Yahoo Japan said the June 25 revision affected only Mac and iPad models, while iPhone prices remained unchanged [2].
“Typical prices now exceed ¥100,000 per unit.”
The divergence in reporting regarding the June price hike suggests a volatile pricing environment in Japan, but the underlying trend indicates a structural shift in consumer behavior. As flagship iPhones cross the ¥200,000 threshold, a larger segment of the Japanese population is transitioning from a 'new-device' cycle to a 'secondary-market' cycle, prioritizing utility over aesthetics through the purchase of C-grade hardware.
