Selectra Japan Survey: Awareness of iPhone 17e’s “1 Yen per Month” Campaign Split Nearly in Half, Yet 80% of Aware Consumers Did Not Use It

Selectra Japan K.K. conducted an online survey of 100 men and women who purchased the iPhone 17e to examine awareness and actual use of mobile carrier campaigns for the device. The iPhone 17e, launched on March 11, 2026 as a lower-priced model of the iPhone 17, has been promoted by major Japanese mobile carriers with campaigns offering the device for 1 yen per month for two years. According to the survey, mobile carriers were the most common purchase channel, accounting for 66% of purchases. By carrier, docomo ranked highest at 42%, while Apple Store purchases accounted for 25%. Awareness of the “1 yen per month” campaign was almost evenly split between those who knew about it and those who did not. Among respondents who were unaware of the campaign, 59% said they would have wanted to use it if they had known about it, suggesting that many consumers regretted missing the opportunity. Meanwhile, 41% said they would not have used it even if they had known, citing reasons such as not wanting to switch mobile carriers and preferring to keep their iPhone for longer rather than returning it after two years. Among respondents who were aware of the campaign, only 20% actually used it, while around 80% did not. Those who did not use it often said they were satisfied with their current mobile contract or were uncomfortable with the requirement to return the device after two years. Users of the campaign, however, described it as highly cost-effective and suitable for people who regularly upgrade to the latest models. Overall, only 16% of respondents used any switching campaign to purchase the iPhone 17e, not limited to the 1 yen per month offer. Although mobile carriers and low-cost SIM providers continue to offer various promotions, actual use remains limited. At the same time, 65% of respondents said they would consider switching mobile carriers in the future if it allowed them to buy an iPhone at a lower price. This indicates that switching campaigns remain a potentially strong option for consumers seeking to reduce the cost of purchasing an iPhone. Selectra Japan noted that while interest in switching campaigns is high, actual adoption is affected by factors such as satisfaction with current contracts, bundled internet plans, family discounts, complicated procedures, and difficulty comparing service details. The company also pointed out that, in addition to two-year return-type plans, some campaigns without return requirements can provide discounts or point rewards worth around 20,000 to 40,000 yen, making comparison of campaign terms important. The survey was conducted from April 14 to April 15, 2026, targeting 100 men and women who had purchased the iPhone 17e. It was conducted online by CrowdWorks and included six questions.