When Apple launched the iPhone 18 Pro, it jacked up the price of its older iPhones by $100. Here's how Backmarket responded.

People weren't happy to find out that prices had increased.

Collage of tweets reacting to the iPhone 17 price increase

So Back Market launched something too: lower prices on refurbished iPhone 17s.


Backmarket launches its campaign with more than just a discount. Free phones given away right in the middle of Apple's keynote.

Back Market tweet: Apple added $100 to the iPhone 17. We're giving away 100 of them.

Then we took the response to Apple's doorstep.

The Chronicle article: Back Market Drops iPhone Prices After Apple Raises Theirs
Back Market billboard: $109.4 billion in quarterly revenue, still need our $100?
Back Market billboard above Ray's Pizza: Same slice, $100 more, sounds ridiculous here too
Back Market wheatpaste posters: Their RAM shortage isn't your problem

Art Director: Leila Garrison
Copywriter: Nickolas Tsorvas