Apple leads refurbished sales with a 19 per cent surge as organised retail, trade-in schemes, and extended warranties strengthen consumer trust in pre-owned devices
India’s pre-owned smartphone market grew 5 per cent year-on-year (YoY) in the first half of 2025, outperforming mature regions such as the US, Europe, and Japan, according to Counterpoint Research.
The growth was led by Apple, which reported a 19 per cent YoY rise in refurbished sales, driven by sustained demand for models such as the iPhone 13 and 14 series among urban aspirational consumers.
“Organised retailers are solidifying buyback initiatives in both online and offline markets. These players are increasingly marketing a more ‘premium’ image, positioning refurbished devices, particularly flagship and high-end models, as reliable, value-driven alternatives”, said Jan Stryjak, Associate Director, Counterpoint Research.
Counterpoint Research even added that Demand is shifting toward newer models, supported by retailer-driven exchange programs, extended warranty offerings, and rising consumer preference for recent premium smartphones.
Samsung, while retaining its market leadership, recorded a 1 per cent YoY decline, supported primarily by steady sales of Galaxy S22 and S21 models. Certified pre-owned schemes and retail trade-in programmes remain critical to sustaining demand.
Globally, emerging markets continue to drive expansion. Africa posted the strongest growth at 6 per cent, followed by India and Southeast Asia at 5 per cent each. In contrast, mature regions such as the US, Europe, and Japan saw flat or modest growth averaging 1 per cent YoY, constrained by market saturation, longer replacement cycles, and regulatory pressures.
Counterpoint noted that mature markets are increasingly adopting circular economy practices, including certified pre-owned and buyback programmes, to extend device lifecycles. Emerging markets, meanwhile, benefit from rising consumer awareness, stronger supply chains, and affordability-led adoption, particularly for refurbished iPhones and premium Android devices.
In India, the trend reflects growing consumer confidence in refurbished electronics, where premiumisation and affordability converge. Retailers are positioning the segment as both aspirational and sustainable, mirroring broader shifts in digital consumption and environmental responsibility.
