Since the announcement of the iPhone 18, Recommerce has observed a very concrete and immediate effect on consumer habits. During launch week, trade-in requests for the iPhone 17 range multiplied by over 8 compared to the average in the weeks preceding the Keynote. 

This surge comes in a particularly tense context for the smartphone market. The RAM crisis and the continuous rise in component costs are mechanically driving new device prices up, while Apple accentuates its ultra-premium positioning. The iPhone 18 Pro and Pro Max are thus offered starting at €1,479 and €1,629, while the price of a new 256GB iPhone 17 climbs from €969 to €1,119. Another major new feature: Apple makes its highly anticipated entry into the foldable smartphone market with the iPhone Duo, priced from €2,339. 

In this unprecedented market context, Recommerce observes three underlying trends redefining the circular tech economy: 

1. Trade-ins become the essential lever to finance new devices

Faced with skyrocketing prices, reselling an old phone is no longer just an eco-friendly option; it has become a genuine financing tool. 

The figures speak for themselves: 

• Across all our European markets, overall trade-in requests (all models combined) increased by more than 50% during the week surrounding the opening of pre-orders. 

• Switzerland, a particularly reactive market, saw its volumes multiply by more than 2.5.

• The Apple ecosystem massively dominates this period: in the days following the Keynote, the brand accounted for up to 85% of the total value of traded-in devices (compared to around 60% the rest of the year) and represented more than two out of three traded-in devices in volume. 

Offering a trade-in solution has therefore become a necessity to meet consumer needs. 

2. Recent refurbished devices keep their value

Faced with the staggering rise in new device prices, the n-1 (iPhone 17) and n-2 (iPhone 16) generations provide access to high-end models without paying the premium price of the latest generation.

Good news for consumers looking to resell their old models: contrary to popular belief, the release of a new iPhone does not mechanically drive down trade-in prices.  

3. The foldable iPhone Duo pushes the limits of the tech budget

With the iPhone Duo priced at over €2,300, Apple is testing a new segment and pushing the limits of consumers' tech budgets. The resale value and financial durability of this type of device will be crucial.

• Our historical data on other manufacturers shows that a foldable smartphone generally depreciates faster in its early years: it retains about 37% of its launch price after one year, compared to 44% for a classic model from the same brand. 

• For comparison, a classic iPhone remains the champion of value retention, keeping 56% of its initial price after one year. 

• However, our observations prove that the depreciation gap for foldable phones narrows over time. Apple's arrival in this format could well be a game-changer and stabilize the value of this market right from the early years. 

In conclusion: trade-ins as a financing lever, refurbished devices for more affordable tech

Ultimately, the launch of the iPhone 18 range and the introduction of the iPhone Duo mark a real turning point. Faced with new device prices reaching new heights and increasingly expensive innovations, the refurbished market is no longer just an eco-friendly alternative: it has become an indispensable financial strategy for consumers.

Whether it's to offset the cost of Apple's latest technological gem by reselling an old device, or to gear up with a premium refurbished model at a controlled price, the refurbished reflex is taking hold. 

This dynamic creates new levers: 

• For businesses and administrations: it's an opportunity to optimize their IT budget by valuing their dormant fleets, or by equipping themselves with premium refurbished models at the right price. 

• For retailers and operators: integrating trade-in solutions (online or in-store) and offering refurbished products is becoming a key strategic asset to overcome price barriers, build customer loyalty, and boost sales. 

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