European secondary mobile market evolves as Recommerce index tracks changing device lifecycles

Apple iPhone dominance evolves

Apple iPhone devices continue to dominate refurbished sales rankings, reflecting the brand’s sustained ecosystem strength and long software support cycles. However, the 2025 data show a notable shift away from reliance on discontinued generations alone. While Apple iPhone 11, 12, and 13 models remain top performers, newer Apple iPhone 14 devices have climbed rapidly, and Apple iPhone 15 models have entered the ranking. This change signals that buyers are increasingly seeking refurbished devices that combine circular value with recent technology standards, particularly following the transition to USB C, which has accelerated fleet renewal and trade in flows.

Android supply strengthens

Although Apple retains a leading position, Android devices play a strategic role in sustaining volume and accessibility across price segments, particularly in markets where Android adoption remains dominant. The index shows that the best performing refurbished Android models are typically around three generations old, compared with four to five years for Apple devices. This highlights a consumer preference for newer Android hardware offering immediate performance value. Samsung leads this segment with both flagship Galaxy S22 devices and the growing presence of the Galaxy A54, confirming the expansion of refurbished demand beyond premium tiers.

Primary market signals matter

The report emphasises how primary market strategies directly influence refurbished supply security. Samsung’s commitment to up to seven years of software support on selected models, combined with the integration of artificial intelligence features, is reinforcing confidence in device longevity. These policies encourage stronger uptake of new devices, ensuring a consistent pipeline of recent models entering the refurbished circuit over time. Meanwhile, Google and Xiaomi are climbing the rankings, with the Pixel 7 making a significant leap, pointing to increasing diversification within the refurbished Android landscape.

Pricing pressure drives necessity

Rising prices for new smartphones remain a central economic driver behind refurbished adoption. Higher component costs, including processors and memory, continue to widen the price gap between new and refurbished devices. At the same time, extended operating system support from Apple, Samsung, and Google allows devices to remain functional for five to seven years, increasing the availability of older but reliable models at more accessible price points. This reinforces refurbishment as a purchasing necessity rather than a discretionary choice.

2025 financial results

In 2025, the company reached break-even while delivering € 210 million in annual turnover, a milestone that reflects increasing maturity across European trade-in and secondary device flows. The company traded-in around 1.1 million devices. The result was achieved in a market characterised by pricing pressure, fluctuating consumer demand, and heightened competition among recommerce platforms and refurbishment partners.

Industrialisation reshapes competition

The RE! Index also highlights the growing industrialisation of refurbishment. Structured players with optimised logistics, standardised testing, and consistent grading processes are achieving lower pricing while maintaining quality benchmarks. This contrasts with fragmented operators offering volatile pricing and inconsistent quality. According to Recommerce CEO Augustin Becquet, the data confirms strong and diversified demand, driven by affordability, choice, and environmental relevance. The index positions refurbishment as a resilient pillar of the circular economy, balancing economic and sustainability outcomes.