Apple's iPhone 18 Pro Sees Significant Price Hike in Japan, Driving Demand for Used Devices

Apple's latest iPhone 18 Pro series has arrived with a notable price increase in Japan, sparking discussion among consumers. The new models start at 219,800 yen (approximately $1,400 USD), with the highest storage variant exceeding 400,000 yen (around $2,500 USD). This represents a near doubling of the price compared to the iPhone 13 Pro, which launched in 2021 at 122,800 yen (approximately $780 USD).

The rising cost of new iPhones is also linked to increasing DRAM memory prices. As memory manufacturers shift production capacity towards AI data centers, the manufacturing costs for consumer electronics escalate. This year, Apple has opted to raise the prices of its new models, diverging from its past practice of lowering prices for older models upon new releases.

Consequently, a growing number of Japanese consumers are turning to the second-hand market. According to the Japanese used goods platform Mercari, sales of used iPhones typically surge around the autumn launch of new models. In October 2025, listings for the previous generation of iPhones reportedly increased nearly fivefold compared to the previous month.

Data from MM Research Institute, a Japanese market research firm, indicates that sales of used smartphones in Japan reached approximately 3.6 million units in fiscal year 2025, marking the seventh consecutive year of record highs. The firm projects this figure to reach 5 million units by fiscal year 2029.

Hideaki Yokota, president of MM Research Institute, highlighted that based on sales prices and average consumer income, Japanese consumers face an economic burden about three times higher than their U.S. counterparts for new phones. He suggests that purchasing new devices is becoming a less impulsive decision, potentially leading more consumers to consider other brands or the used market.