Apple has once again cleared space in its official store following the unveiling of its latest devices. The company’s September “Awe Dropping” event introduced new Apple iPhone models, updated AirPods, and the latest Apple Watch editions. In the wake of this launch, several of last year’s still-popular devices have been quietly removed from the Apple Store. The arrival of the newest Apple iPhone generation means the discontinuation of the Apple iPhone 15 and Apple iPhone 15 Plus. Despite being less than a year old, both models have been pulled to highlight the company’s newest flagship devices. The Apple iPhone 16 Pro and Apple iPhone 16 Pro Max have also been retired, surprising some industry watchers, given their premium status in Apple’s portfolio.
Apple Watch models are phased out
Apple has also discontinued several watches to simplify its lineup. The Apple Watch Ultra 2, the Apple Watch Series 10, and the Apple Watch SE 2 are no longer available directly through the Apple Store. These models, which had strong user bases, are now transitioning to the secondary market where demand for refurbished wearables continues to grow.
AirPods Pro 2 removed from sale
Alongside smartphones and wearables, Apple has also stopped selling the AirPods Pro 2. This move is consistent with Apple’s annual pattern of shifting consumer attention to the newest version of its audio products. While discontinued in the official store, these earbuds remain widely available through retailers and will likely see price adjustments in the coming months.
Apple products move through clear stages
Every Apple device follows a predictable lifecycle, starting with a high-profile launch and ending years later in obsolescence. At launch, new Apple iPhones, Apple Watches, and other products are sold directly by Apple, fully supported with software updates and repair options. Once newer models arrive, older ones are officially discontinued. This stage does not mean the end of support but rather marks the point when the products are no longer available through Apple’s own store.
From vintage to obsolete classification
After around five years, discontinued devices are labeled vintage, meaning repair options become more limited and parts may be harder to source. Once a product reaches seven years, Apple declares it obsolete, ending all official hardware and software support. For the secondary market, these stages create key opportunities, as discontinued and vintage devices often remain attractive to consumers seeking lower prices and reliable performance outside Apple’s direct sales channels.
Implications for the secondary market
Each September, Apple’s product shuffle drives renewed activity in the secondary market. Discontinued devices often remain attractive to consumers looking for lower prices without sacrificing too much in terms of performance or features. With Apple’s official exit, retailers and refurbishers are likely to see increased demand for the Apple iPhone 15 lineup, Apple Watch Ultra 2, and AirPods Pro 2.
Market
Trade-in
Repair
Refurbishing
