Apple raises iPhone prices in Japan by up to 11%

Enhanced Key Takeaways

• •The price adjustment follows a broader trend of Apple utilizing 'currency-hedging' strategies to offset the impact of the yen's decline, which hit multi-decade lows against the dollar in 2024 and 2025.
• •Apple's pricing strategy in Japan is unique because the company often maintains global price parity, making Japan one of the few markets where they frequently adjust retail prices mid-cycle to account for forex fluctuations.
• •Local retailers and third-party resellers in Japan have historically struggled to match Apple's direct-to-consumer price hikes, leading to a temporary divergence in street prices across the Japanese electronics market.
• •The price hike has prompted Japanese consumers to shift toward the secondary market, significantly boosting the trade-in and refurbished iPhone ecosystem within the country.
• •Financial analysts noted that this specific price increase was necessary to protect Apple's gross margins in the Asia-Pacific region, which had been compressed by the yen's volatility throughout the fiscal year.

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