The retail price of the base iPhone 18 Pro in Japan has reached ¥219 800. This figure is nearly 1.8 times higher than the price of the iPhone 13 Pro five years ago, with rising memory costs cited as a key factor for the price hike.
Consumer behavior is shifting as financial pressure grows. According to MM Research Institute, the relative cost burden for a new smartphone in Japan is approximately three times higher than for consumers in the United States.
The secondary market is expanding rapidly. The platform Mercari reported that in October 2025, the number of previous-generation iPhones listed for sale was about five times higher than in September.
Market data from the MM Research Institute indicates that 3.6 million used smartphones are expected to be sold in the 2025 fiscal year, marking a seventh consecutive record. Projections suggest the market could reach 5 million units by the 2029 fiscal year.
