Apple’s Bold Move: iPhone 17 Now an Online Exclusive in Japan

The company Apple has drastically altered the sales model for its flagship iPhone 17 line in the Japanese market. As of February 6, 2026, Apple Stores across the country have ceased direct offline sales of these devices. Now, any model in the iPhone 17 line can be purchased exclusively through online channels, regardless of the actual stock availability at a specific retail location.

Physical stores now serve merely as order pickup points: the customer must place and pay for their order on the website or in the app, after which they can pick up the purchase in-store or order courier delivery. Apple support has confirmed that this is not a temporary measure for certain locations but a new nationwide policy concerning the entire iPhone 17 lineup. Interestingly, this restriction does not apply to the company’s other products, including last year’s iPhone 16 series, which can still be purchased on-site in the usual way.

The official reason for such a decision by Apple is not disclosed; the company limits itself to vague phrases about “changes in payment methods.” However, this may be related to the fight against resellers and scalpers, as well as optimizing tax reporting in the region. Additionally, several industry experts suggest that this move might align with broader technological trends, where consumers are increasingly favoring online shopping due to its convenience and the enhanced online customer service experience provided by companies like Apple.