Apple Keynote: announcements boost the second-hand market
Paris, September 18 - Every year, the Apple keynote attracts worldwide interest, not only for the release of new products, but also for the buying and reselling opportunities it generates on the market. As a major player in e-commerce, Rakuten is closely observing these trends. The company notes a veritable phenomenon of resale and purchase of new and second-hand products that accompanies this major event. An analysis of the data shows that the keynote is not only a highlight for tech enthusiasts, but also a financial opportunity for savvy consumers.
APPLE KEYNOTE BOOSTS IPHONE SALES ON RAKUTEN
The keynote's impact on iPhone sales is indisputable. Every year, the announcement of new models sparks renewed interest in previous generations on the platform.
- In 2022, iPhone sales on Rakuten jumped by 59% in the 30 days following the keynote. Some models particularly benefited from this wave, such as the Alpine Green iPhone 13 Pro Max, whose sales exploded by 623%.
- In 2023, although the overall increase in sales was more modest (12%), both new and old models continue to be popular. For example, the 128GB Sideral Black iPhone 14 Pro recorded a 17% increase in sales, while the Black iPhone 12 and Midnight Black iPhone 13 saw increases of 38% and 37% respectively.
A notable drop in prices was observed after the conference. This made purchases more affordable for many consumers. Those who were quick to act took advantage of the opportunity and were able to score some great bargains as a result.
THE IPHONE 15 LEADS THE 2024 TRENDS
According to data from Rakuten France, the Top 10 best-selling iPhone models in 2024 are largely occupied by the iPhone 15, a sign of this model's immediate popularity.
TOP 10 MOST POPULAR IPHONE MODELS ON RAKUTEN IN 2024 :
1. Apple iPhone 15 128 GB Black
2. Apple iPhone 15 128 GB Blue
3. Apple iPhone 15 128 Go Pink
4. Apple iPhone 13 Midnight Black 128 GB
5. Apple iPhone 15 Pro Max 256 GB Natural Titanium
6. Apple iPhone 15 Pro Max 256 GB Titanium Black
7. Apple iPhone 15 128 GB Green
8. Apple iPhone 12 Black 128 GB
9. Apple iPhone 15 Pro Max 256 GB Titanium Blue
10. Apple iPhone 14 Midnight Black 128 GB
RESALE AND SECOND-HAND BUYING: AN OPPORTUNITY FOR CONSUMERS AND SELLERS ALIKE
The Apple keynote has an immediate effect on the iPhone market, and also boosts second-hand sales (used and reconditioned).
In 2023, the total volume of new iPhone announcements doubled between the months preceding the keynote (July-August). This increase continued in the months following it (September-October). During this post-keynote period (September-October), the share of used iPhone ads published by private individuals represented 34.17% of the total, compared with 17.46% in July-August. In volume terms, this corresponds to a 291% increase in used iPhone ads by private individuals between these two periods.
This phenomenon can be explained by the fact that many iPhone owners take advantage of this period to resell their old handsets. They often do so in order to finance the purchase of the freshly announced new models.
Professional sellers are not to be outdone: in 2023, second-hand iPhone ads published by them rose by 78% after the keynote. A similar trend is expected in 2024, given that the iPhone 15 was among the best-selling models even before the September 9 conference.
This strategic period is a godsend for many consumers. One out of every two products sold on the platform is second-hand, and Rakuten France systematically offers a second-hand alternative for every listing. With over 15 million unique visitors per month, Rakuten France remains a key platform for reselling your old iPhone. Why not find a recent model at a bargain price as well?
METHODOLOGY
Analysis of data on Rakuten France following and preceding the last 3 Apple Keynotes on September 14, 2021, September 7, 2022 and September 12, 2023.