Apple Bringing Back Refurbished iPhone Sales

Earlier this week, tech giant Apple announced the launch of their new Apple Certified Refurbished Store for iPhones. Consumers will be able to purchase the iPhone 6 or 6S for prices that are $100 or more below the face value of a brand new model. This is the first time that Apple has allowed for in-house sales of refurbished iPhones since 2007, although the company has had a section for refurbished iMacs, Macbooks, and iPods for several years.

This move is part of a recent eco-friendly term for Apple. Cell phones are extremely tricky to dispose of safely, and many times are traded back in to Apple simply because consumers want to upgrade to the next model, not because of any issue with the phone itself. Refurbishing these phones and selling them at a reduced price is a way for Apple to rid itself of the problem of disposing of these phones while continuing to turn a profit.

Another reason that probably spearheaded this initiative is the increasing costs of phones. The iPhone 7, for example, is currently retailing at $649. In the past, many of these high costs were mitigated by cell phone network providers reducing the price in exchange for a two year contract. However, today, many people are not willing to lock into a contract of such length, and are instead purchasing standalone phones at full price and paying for service as they go. This dramatically increases the price of phones.

All in all, this is an extremely smart move for Apple. They can attract more customers with lower incomes to their already popular products, continue to generate more profits, and create the positive brand messaging that they are environmentally friendly. Apple’s new refurbished initiative is a good example of how successful brands can continue to expand their base of customers.