Why Rising iPhone 18 Pro Prices Are Driving Japanese Consumers Toward Second-Hand Phones

The launch of Apple's latest flagship lineup has sparked intense discussions worldwide, but nowhere is the impact more pronounced than in Japan. With smartphone prices soaring to levels, a growing number of Japanese consumers are shifting their focus away from brand-new releases and turning toward the second-hand market.

The Staggering Price Hike in Japan

When Apple launched the iPhone 18 Pro series, it introduced high-end upgrades, including a variable aperture camera system and a more compact Dynamic Island. However, these new features came with a price tag.

According to reports from Kyodo News, the starting price for the iPhone 18 Pro through sales channels in Japan is a staggering 219,800 yen, while the high-end 2TB model exceeds 400,000 yen. To put this into perspective the starting price of the iPhone 13 Pro in 2021 was 122,800 yen. In five years, the entry cost for a Pro model in Japan has nearly doubled.

What is Driving the Price Surge?

Industry experts note that the steep price increases for electronics—including smartphones and computers—are heavily tied to the surge in DRAM (Dynamic Random-Access Memory) prices. As major memory manufacturers shift their production lines and capacities to support booming AI data centers the cost of memory components has risen continuously.

While Apple traditionally lowers the prices of older generations when a new lineup drops, this year the tech giant implemented notable price increases instead, leaving consumers with fewer budget-friendly options for brand-new devices.

The Shift Toward the Second-Hand Market

Faced with steep retail costs, Japanese consumers are re-evaluating their upgrade cycles. Data from Mercari a major Japanese second-hand trading platform, shows that iPhone trading activity spikes every autumn upon the release of new models, with previous-generation listings surging dramatically compared to previous months.

Furthermore, statistics from the MM Research Institute reveal that estimated sales of used smartphones in Japan reached roughly 3.6 million units, setting a record high for the seventh consecutive year, with projections expected to climb to 5 million units.

Hideaki Yokota, director of the MM Research Institute, pointed out that when comparing sales prices to average consumer income, the financial burden on Japanese buyers is roughly three times that of American consumers. Consequently, devices that people once purchased without hesitation are now becoming luxury items, driving buyers toward pre-owned models or alternative brands.