Belong Inc., a member of the ITOCHU Group, recently conducted a study highlighting trends in Japan’s used and refurbished smartphone market, particularly Apple iPhone transactions. The study covers data from 2023 and provides key insights into the buying and selling behavior of used smartphones.
Apple iPhones dominate the secondary mobile market in Japan
In 2023, Apple iPhones accounted for 58.4% of all used smartphone transactions in Japan’s CtoC market, while Android phones made up the remaining 41.6%. These statistics reflect the ongoing popularity of Apple iPhones, as confirmed by IDC Corporation's separate analysis, which showed Apple consistently holds more than half of Japan’s mobile phone market. The combination of brand loyalty and product quality contributes to Apple iPhones maintaining a dominant position in both new and second-hand markets.
Older Apple iPhone models still lead used transactions
Despite newer models being released, older Apple iPhone models—namely the Apple iPhone 8, Apple iPhone SE (2nd generation), and Apple iPhone 7—dominate the C-2-C marketplace.
Source: PRtimes.jp
Price trends: small phones and dual SIM features retain value
The study also shed light on price depreciation trends. Models like the Apple iPhone 13 Pro saw the steepest price drop in 2023, while the Apple iPhone 13 mini, with its smaller size and unique feature set, only dropped 9.3% in value. Interestingly, compact models such as the Apple iPhone 8 and SE (2nd generation) saw higher transaction volumes despite their price drops. These small-sized models, along with dual SIM features in newer Apple iPhones like the Apple iPhone XS, seem to contribute to their continued appeal in the CtoC market.
Transaction surge following new Apple iPhone releases
Every year used Apple iPhone transactions spike following the release of new Apple iPhone models, and 2023 was no different. The study showed that in September 2023, when the latest Apple iPhone models launched, used Apple iPhone transactions surged by approximately 1.3 times compared to the previous month, August. The transactions reached their peak in October, underscoring the strong influence that new product launches have on the second-hand market.
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