Apple’s foldable iPhone, Duo, has gone on sale in Japan starting at ¥364,800. Prices have continued to rise across the lineup, prompting moves including the launch of new insurance products and renewed activity in the used smartphone market.
Apple announced its new foldable smartphone, Duo, with prices in Japan starting at ¥364,800. The iPhone 18 Pro (256GB) announced at the same time is priced at ¥219,800, while the iPhone 18 Pro Max (256GB) costs ¥239,800. Prices of existing models have also been revised.
Around the time of the announcement, price increases already implemented in Japan were applied again, with prices of iPhones and related devices rising following increases in July. This has further heightened the perception that the new products are expensive.
The high prices of smartphones are also driving activity in the insurance market. Nissay Plus Small Amount & Short-Term Insurance, a subsidiary of Nippon Life, offers smartphone insurance, and a survey suggested an intention to purchase coverage as protection against high repair costs.
Meanwhile, estimates by research firm MM Research Institute show that domestic sales of used smartphones rose 12.4% year on year to 3,607,000 units, a record high. Demand in the used market is expected to remain strong in the future.