Apple brings back the iPhone 15 Pro at a lower price - is this a game changer?

In a notable move, Apple has reintroduced the iPhone 15 Pro and iPhone 15 Pro Max to its refurbished product lineup in selected European countries, an action taken much earlier than typical product cycles. This decision comes amid recent legislative changes in the European Union, which led to the withdrawal of several older iPhone models, including the iPhone 14, from sales. The new refurbished iPhone 15 Pro models are offered at a significant discount, with prices reaching up to 15% lower than their original retail prices, catering to the demand for more affordable options. Currently, these refurbished models are only accessible through Apple's online stores in countries such as Spain, Germany, France, Italy, and Switzerland, excluding the U.S. and U.K. markets for now. The iPhone 15 Pro is priced at 949€ ($971), down from the original price of 1,119€. This early offering contrasts sharply with Apple’s previous approach, where the refurbished versions of past Pro models appeared much later in the year. The initiative to sell refurbished iPhone 15 Pro models also comes in response to the limitations posed by the EU's new regulations on mobile phone standards. With the iPhone 14 and other non-USB-C models being phased out, providing refurbished options for the latest devices allows Apple to maintain its market presence and continue offering products capable of supporting new features. This strategic move may not only enhance Apple's competitive edge in European markets but also prepare the stage for the rollout of upcoming Apple Intelligence features. Bringing older models back into circulation within the refurbished category reflects Apple’s ongoing evolution in sales strategy, tailoring it to meet customer demands within changing regulatory environments. As the market adjusts, it will be interesting to see how Apple responds if more of its product offerings undergo similar changes to accommodate consumer needs.