Sales Figures Reflect Consumer Response
In the three days immediately following the price hike (June 26-28), compared to the same period in the previous week (June 19-21), Back Market observed an 87% increase in total iPad category sales and a 152% increase in total MacBook category sales. This data indicates a shift in consumer behavior, with more individuals opting for refurbished alternatives in response to the increased cost of new Apple products.
Refurbished products are electronic devices that have been collected, meticulously inspected, cleaned, and repaired by specialists to ensure they are fully functional. This process guarantees that these devices meet rigorous quality standards, offering a reliable alternative to new products.
Price Comparison: New vs. Refurbished
The recent price adjustments by Apple have further widened the price gap between new devices and refurbished products available on Back Market. For example, a new MacBook Air 13-inch (2026) M5 / 16GB / 512GB is priced at ¥224,800, while a refurbished MacBook Air 13-inch (2024) M3 / 8GB / 256GB on Back Market is available from ¥130,515. Similarly, a new iPad 11-inch (2025) 11th Gen / 128GB is ¥74,800, compared to a refurbished equivalent from ¥55,000 on Back Market.
*Prices referenced are for C-grade products sold on Back Market at the time of this press release, and official Apple website prices as of June 30, 2026.
Top Performing Models in Sales Increase
The sales increase was particularly notable for more recently released models, suggesting that consumers are increasingly viewing refurbished items as viable alternatives to new devices.
iPad Category (Week-over-Week Sales Increase TOP3):
-
iPad (2024 model): +400%
-
iPad (2025 model): +311%
-
iPad (2022 model): +220%
MacBook Category (Week-over-Week Sales Increase TOP3):
-
MacBook (M4 series): +180%
-
MacBook (M2 series): +125%
-
MacBook (M1 series): +122%
About Back Market Japan Co., Ltd.
Back Market, established in France in November 2014, is a unicorn company operating the world’s largest marketplace dedicated to refurbished electronic devices such as mobile phones and computers. The company conducts business in 17 countries, including Japan, across Asia, Europe, and the United States. Back Market maintains high quality standards for refurbished products through a rigorous vendor screening process, sharing expertise on refurbishing new devices, and developing a unique algorithm that balances quality and price. To enhance customer confidence, Back Market automatically includes a free one-year warranty and a 30-day return guarantee with purchases. The company is committed to making refurbished products, which offer quality and warranty superior to typical used items at prices below new products, widely accessible.
Back Market’s corporate mission is to foster sustainable and environmentally friendly business practices. In April 2023, the company achieved “B Corporation (B Corp)” certification. Compared to new products, refurbished devices utilize approximately one-tenth of raw materials and water, generate one-tenth of electronic waste, and produce one-tenth of atmospheric carbon dioxide emissions during their manufacturing process. By expanding the market for refurbished products, Back Market aims to significantly reduce environmental impact.
For more information, please visit Back Market Japan.
