Apple iPhone Price Revision Overview
Apple implemented a uniform price revision for its SIM-free iPhone series at official Apple stores in Japan on Saturday, July 18, 2026. The extent of the price increase varies by model.
The price increase has further widened the price gap between refurbished products sold on Back Market and new products. For example:
| Vendor | Product Name | Price As of July 22, 2026, referring to official website |
|---|---|---|
| Apple Inc. | iPhone 17 256GB | New ¥142,800 |
| Back Market | iPhone 17 256GB | Refurbished price from ¥117,730 |
| Apple Inc. | iPhone 16 128GB | New ¥124,800 |
| Back Market | iPhone 16 128GB | Refurbished price from ¥93,000 |
Prices for C-grade products sold on Back Market at the time of this press release.
Sales Increase in Refurbished iPhones
In the three days from July 18 (Saturday) to July 20 (Monday) following the price hike, Back Market recorded a 41.64% increase in sales across the iPhone 14 and above category compared to the same period in the previous week (July 11-13). Specifically, the iPhone 17 model saw a 900% increase week-over-week, indicating a clear shift in consumer behavior towards choosing refurbished products as an alternative to new ones.
Top 3 Sales Growth Rates (Week-over-Week) for iPhone 14 and above category
| Model | Week-over-week Increase |
|---|---|
| iPhone 17 | +900% |
| iPhone 16 Pro MAX | +450% |
| iPhone 16 | +156.25% |
About Back Market Japan K.K.
Back Market, established in France in November 2014, is a unicorn company and the world’s largest marketplace specializing in refurbished electronic devices such as mobile phones and computers. Operating in 17 countries worldwide, including Japan, Asia, Europe, and the United States, Back Market strives to maintain high quality in refurbished products through strict vendor screening, knowledge sharing on new refurbishment methods, and the development of a unique algorithm that provides products based on an optimal balance of quality and price. For buyers, a one-year warranty and a 30-day return guarantee are automatically included free of charge, promoting the widespread adoption of refurbished products that offer quality and warranty superior to used goods, at prices below new products. Back Market’s corporate mission is to continue sustainable and environmentally friendly business activities, having obtained “B Corporation (B Corp)” certification in April 2023. Refurbished products reduce raw material usage, water consumption, electronic waste generation, and atmospheric CO2 emissions by approximately one-tenth compared to new products in the manufacturing process. Back Market aims to reduce environmental impact through the expansion of the refurbished product market.
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