The era where "100,000 yen is no longer enough" has begun

Just a few years ago, "up to 100,000 yen" was a benchmark for smartphones.
However, now high-end models typically cost around 200,000 yen.
The iPhone 15 Pro Max, for example, exceeds 250,000 yen for its top-tier model, and the Galaxy S24 Ultra and Xperia 1 VI are at similar price points.

"250,000 yen for a smartphone... isn't that more expensive than a PC?"

Many people must have thought this.
On social media, comments like "smartphones are too expensive" and "maybe I'll get a used one next time" are increasing.
Why have prices risen so much? And how should we choose "wisely"?
This feature re-examines smartphone prices for 2025.

Five reasons behind surging smartphone prices

(1) Performance competition and soaring development costs

The internal components of smartphones are becoming increasingly complex each year.
Developing cutting-edge chips like the A17 Pro, Snapdragon 8 Gen 3, and Tensor G3 requires investments in the tens of billions of yen.
Furthermore, cooling structures and memory capacity are increasing to handle AI processing, 3D games, and video editing.
Research and development costs for pushing hardware limits directly contribute to the price.

"Over-evolved smartphones" are now pocket-sized supercomputers.
Users are bearing the cost of maintaining this performance.

(2) High-performance cameras and displays

Smartphone cameras have become a threat to SLR cameras.
1-inch sensors, optical zoom, AI image processing.
The cost of camera units and organic EL panels that support these functions is rising year by year.
In particular, displays are said to account for more than 30% of component costs.

Bright, vibrant, and with high refresh rates.
Behind this comfort lies a definite "cost."

(3) Yen depreciation and import costs

In the Japanese market, the depreciation of the yen has been a major blow.
Compared to 2020, when 1 dollar was 110 yen, 2025 sees it exceeding 150 yen.
Even if prices remain unchanged in USD, converting to Japanese yen results in a price increase of 30,000 to 40,000 yen.

For example:

In other words, the exchange rate has had a greater impact than the increase in features.

(4) Changes in sales methods: The "virtually free" era is over

There was a time when smartphones could be purchased for "virtually 1 yen" or "virtually 0 yen" with carrier discounts.
However, due to regulations by the Ministry of Internal Affairs and Communications, "separation plans" for devices and communication were mandated.
As a result, the actual price of the device has become visible, making people feel that "prices have gone up."

Furthermore, complex systems such as trade-ins and installment payments (residual value type) have been introduced,
leading to an increase in voices saying, "It's hard to tell how much it actually costs."

▶What are the pitfalls of "1-yen smartphones"? Explaining the mechanisms and precautions behind the low price.

(5) Transition to AI smartphones

Since 2024, the keyword in the smartphone industry has become AI (Artificial Intelligence).
Apple Intelligence, Galaxy AI, Google Gemini Nano—.
As a result of the demand for dedicated chips, NPUs, storage, and communication performance to run AI,
price increases are unavoidable even for mid-range models.

"AI-era smartphones" are convenient, but not everyone needs them.
For many use cases, non-AI models are often sufficient.

Why do "expensive but sellable" models exist? The psychology and reality behind it

Even with high prices, high-end models sell due to the peace of mind of long-term usability and brand trust.

• 5 years of OS update guarantee

• Improved durability and battery life compared to older models

• High resale value (used price)

In other words, the logic is "expensive but ultimately good value for money."
However, this can vary greatly depending on how it's used.

If your main use is social media, calls, and video viewing, a smartphone over 100,000 yen could be considered "over-spec."
"Getting sufficient performance at a lower price" is becoming the new standard.

Smart way to choose ①: Aim for previous-generation models

Smartphones from one or two generations ago have almost no difference in practical terms, excluding the latest features.
Especially iPhones have long software support, and as of 2025, even the iPhone 12 will run iOS 18.

The iPhone 13-14, while not AI-compatible, offers sufficient performance and camera quality.
It's the optimal choice for those who "don't need AI" and "want stable use."

Smart way to choose ②: Effectively use used/reused items

In recent years, the reuse market has rapidly expanded.
By 2025, used smartphone transactions are expected to exceed 10 million units annually.
Especially Apple products have high resale value, and with inspected used items, the difference from new ones is barely noticeable.

At PRODIG, all devices are inspected for operation, appearance, and battery capacity.
Furthermore, an initial defect warranty is included, overturning the common perception of "used = unreliable."

"Reliable used items over new ones"
We are moving towards an era where the transparency of reused quality, not just the price, is chosen.

Smart way to choose ③: Narrow down functions by use case

Smartphone prices are proportional to the complexity of their features.
Therefore, narrowing down the necessary specs according to your use case reduces waste.

Choosing a smartphone that "fits your lifestyle" rather than one that "can do anything" leads to greater satisfaction and, ultimately, longer use.

Smart way to choose ④: Save money with a sub-device or two devices

More people are using a latest main smartphone while utilizing an older model or iPad as a sub-device.
Separating uses such as video playback, navigation, or photography also has the benefit of extending the main device's battery life.

Example:

• Main: iPhone 14 (calls, SNS)

• Sub: iPad (9th Gen) (videos, document viewing)

This allows you to maintain a comfortable environment while keeping overall costs down.
In fact, PRODIG's used iPad series are particularly popular due to "sub-device demand."

▶Is owning both an iPhone and an iPad a good idea? A thorough explanation of cost-performance, usage differentiation, and the best balance for purchasing used.

Choosing a smartphone in the future is all about "calm judgment."

Smartphone evolution won't stop, but our usage patterns aren't dramatically changing.
Even with new features added every year, everyday use often involves over-specced devices.

It's not about "expensive = good," but "suitable for me = good."
Regaining this mindset is the first step in choosing a smartphone.

From an era of chasing the latest to an era of discerning the optimal.

Summary: Smartphones are expensive, but your choice can make a difference.

Finally - "How to choose without being controlled by your smartphone."

Smartphones are convenient, but this is not an era where we are swayed by prices and features.
Choosing a "just right smartphone" that matches your lifestyle and values leads to true satisfaction.

PRODIG supports such "calm and smart choices."
Whether new or used, find the best device for you.

▶ Related Articles

• How to choose a used iPhone | 5 checkpoints to avoid failure

• How long does an iPad last? Explained by model [2025 Edition]

• iPhone and iPad: Which is better for dual ownership? A thorough comparison of cost-performance

▶ If you're tired of smartphone prices or searching for a phone.
Choose to "smartly own only the necessary functions."
PRODIG is here to help you take that first step.