Apple has unveiled its first foldable smartphone, the iPhone Duo. Priced at ¥364,800 at the low end and ¥574,800 at the high end, it has once again drawn attention to the high-priced segment of Japan’s market. The expansion of the used smartphone market was also reported.
Apple introduced its first foldable smartphone, the “iPhone Duo,” at a product launch event. It features mobile connectivity, a folding design and an inner display measuring up to 7.6 inches. Prices start at ¥364,800 and reach ¥574,800, a level said to exceed the average monthly income in Japan, while experts have described the pricing as aggressive.
Smartphone replacement habits vary, with some consumers switching regularly once every 2 years and others keeping their devices for longer periods. Purchasing motivations also differ, including a preference for design and an emphasis on price.
Against a backdrop of soaring prices for new smartphones, the used smartphone market has reached a record high for the seventh consecutive year. According to research by MM Research Institute, used smartphone sales totaled 3.607 million units in fiscal 2025, up 12.4% from the previous year, indicating growing demand. Iosys Fukuoka Tenjin says devices with at least 80% maximum battery capacity can be used normally, and the store manager says the number of customers has increased over the past 3 years or so.
To meet growing demand in the used smartphone market, Mercari has launched its new “M Department” service. Two months after the service launched, the ranking of the most popular models was led by the iPhone SE (3rd generation), followed by the iPhone 13 and iPhone 12. Many of the top 10 models cost less than ¥50,000. The service also provides guidance on points to consider when selling at a higher price, including how to handle scratches and accessories and how to charge the device.