Apple employs distinct sales strategies for its standard iPhone models and the premium Pro versions. While regular iPhones remain available for purchase for several years, the Pro models follow a more limited sales window, typically disappearing from Apple’s official stores within 12 months of their initial release. This strategy encourages early adoption among Pro users seeking the latest technology and features. However, Apple recently surprised consumers by offering refurbished iPhone 15 Pro and Pro Max models significantly earlier than anticipated, albeit initially in select European countries.
The appearance of these refurbished Pro models on Apple’s online stores in countries like Spain, Germany, France, Italy, and Switzerland marks a departure from the company’s usual timeline. Typically, refurbished models surface several months after their initial release. For instance, the iPhone 14 Pro and Pro Max became available as refurbished options in May 2024, several months after their launch. The early availability of the iPhone 15 Pro models suggests a potential shift in Apple’s refurbishment strategy, possibly driven by various factors including market demand, regulatory pressures, and the desire to expand the accessibility of its premium devices.
The price difference between new and refurbished models provides a compelling incentive for budget-conscious consumers seeking high-end features. In Spain, for instance, the refurbished iPhone 15 Pro with 128GB of storage is priced at €949 ($971), representing a €170 ($174) saving compared to the original €1,119 retail price. Similarly, the 256GB and 512GB models are offered with respective discounts of €190 and €230. While not all color options are available in the refurbished range – currently limited to the titanium black variant – the substantial price reductions make these models an attractive proposition.
The early availability of refurbished iPhone 15 Pro models in Europe can be attributed, in part, to recent regulatory changes concerning USB-C charging ports. European Union legislation mandated the adoption of USB-C as the standard charging port for electronic devices, effectively barring the sale of devices with different connectors, including older iPhone models. Consequently, Apple withdrew the iPhone 14, iPhone 14 Plus, and iPhone SE from sale in 27 EU countries, along with Switzerland and Northern Ireland. The introduction of the refurbished iPhone 15 Pro models, equipped with USB-C ports, effectively fills the void created by the withdrawal of these older models and provides consumers with more USB-C compliant options.
Furthermore, the timing of this release aligns with Apple’s anticipated rollout of its advanced AI features, known as Apple Intelligence, in Europe. By expanding the availability of devices capable of running these AI features, Apple prepares the ground for the broader adoption of its AI services in the European market. This strategic move allows Apple to capitalize on the growing interest in AI technologies and position itself at the forefront of AI innovation within the region. The early release of refurbished iPhone 15 Pro models serves as a catalyst for the wider dissemination of Apple Intelligence and strengthens Apple’s competitive position in the European AI landscape.
While the refurbished iPhone 15 Pro models are currently limited to select European markets, their early appearance suggests a potential expansion to other regions, including the U.S. and the U.K., in the near future. The rapid availability of these refurbished models signifies a potential shift in Apple’s product lifecycle management, offering consumers earlier access to premium features at discounted prices. This move also allows Apple to address regulatory requirements, expand the reach of its AI capabilities, and optimize its product portfolio across different global markets. The early arrival of refurbished iPhone 15 Pro models marks an interesting development in Apple’s sales strategy and hints at potential changes in the company’s approach to product availability and pricing in the years to come.
