Ever bought an iPhone at a price so low you thought you’d snagged the best deal? Don’t get too carried away! There’s a good chance that device came from Apple’s Certified Refurbished program, which offers pre-owned Apple products like iPhones, iPads, and Macs at a discount.
Yes, pre-owned. Through the Certified Refurbished program, Apple takes in devices that customers return—whether they were faulty or traded in—and gives them a thorough overhaul.
Devices with minor issues are repaired, polished, and put back on the market, while the ones beyond saving are disassembled to salvage recyclable parts.
Don’t worry. According to Apple, every product in the Certified Refurbished program goes through a meticulous restoration process to meet Apple’s high standards for quality and performance. Each device undergoes functional testing, replacement of any faulty parts, and a deep clean.
These devices even receive a brand-new battery and outer shell, so they look and feel just like new. Apple’s Certified Refurbished products also arrive in new packaging with all the necessary accessories, cables, and the latest operating system.
To ensure reliability, Apple includes a standard one-year warranty with each refurbished device, just like with new products, with an option to extend coverage through AppleCare.
While Apple can make it sound appealing, the truth is, most of the devices sent for refurbishment are nothing but rejects.
In fact, the program exists because Apple has accumulated enough returned or unsellable products that they felt the need to address the cost impact. The Certified Refurbished program is Apple’s way of recovering some of those costs.
Does this mean Apple products are inherently low quality? Of course not. Anyone with an iPhone or iPad knows these devices outperform most others.
Apple isn’t alone in this ordeal. Other major brands like Sony, Patagonia, Rave Review, and GOAT Vintage face similar challenges and have implemented their own recycling and refurbishing programs.
Sony has recently begun selling refurbished PlayStation 5 consoles on its official website, offering a cost-effective option for gamers. These consoles come with a one-year manufacturer warranty and may show minor cosmetic blemishes.
Patagonia, a leader in sustainable practices, repurposes returned and damaged items into new products through its Worn Wear program, promoting a circular economy.
Stockholm-based fashion label Rave Review upcycles vintage textiles to create unique, high-fashion pieces, emphasizing sustainability and innovation.
Meanwhile, GOAT Vintage, a BIPOC woman-owned label, uses no new materials, diverting items from landfills and transforming used textiles into stylish, upcycled clothing across various categories.
If big companies like Apple, Sony, and Patagonia deal with returns and rejects, chances are you’ll face it too, especially if you’re selling private label or handmade items.
In e-commerce, product return rates are typically around 20-30%, with higher rates in categories like apparel and electronics. For a small business, those returns can feel like a loss, but there’s a silver lining—you can actually turn them into profit just as major brands do.
First, look at returns and rejects as valuable feedback. If you notice a pattern, like certain items breaking or not meeting customer expectations, that’s a chance to improve your process.
Small tweaks can reduce returns, boost customer satisfaction, and save you headaches down the line. And for the items that do come back, there are lots of ways to make money from them with a little creativity.
One option is to refurbish and resell. Apple’s Certified Refurbished program enables the company to resell returned items at 15-30% off the usual price, and customers love it. You don’t need a big operation to do something similar.
If you have a slightly damaged item, like a scuffed-up piece of furniture, give it a little touch-up and sell it as “used” or “refurbished.” People often jump at the chance to save, especially if they know the product’s backstory.
Another approach is repurposing items that didn’t sell as they are. A broken chair can become a cool plant stand, or leftover fabric scraps could be turned into unique tote bags.
Repurposing not only adds value but also appeals to customers who love sustainable products. In fact, the upcycled goods market is growing fast, with people willing to pay a bit more for items that are eco-friendly.
Sometimes, niche markets actively look for “imperfect” items. Hobbyists and artisans, for instance, love materials like distressed wood, flawed fabric, or spare electronics for their projects. By targeting these groups, you’re reaching buyers who actually appreciate the unique character of these items.
Some brands, like Rave Review, have built their whole identity around upcycled, “imperfect” materials, proving that flaws can even be a selling point.
Bundling items is another smart move. You could bundle an imperfect scarf with a handbag at a discount or put together a mystery box of “seconds” at a low price. Shoppers love the thrill of a good deal, and bundling lets you move more products in one go.
Research even shows that people are more likely to buy when items are bundled because they feel like they’re getting more value.
If you’re open to it, consider teaming up with upcyclers and artisans who specialize in turning “trash into treasure.” There’s a huge demand for upcycled goods, with 70% of consumers saying they’d pay more for sustainable products.
By selling items to these creators, you offload inventory to people who can reimagine it, and you make some money back with little effort.
For items that don’t meet your usual standards, you can also sell them on discount sites, through thrift shops, or on platforms like Poshmark and eBay. These channels are great for moving stock quickly, especially as more and more people look for deals online.
And if you really can’t sell an item, consider donating it. Not only does it earn you a tax deduction, but it’s also a great way to build goodwill with your audience.
The key here is seeing value where others see flaws. Instead of trying to make every product perfect, focus on reaching people who love those unique qualities. With a bit of creativity, these items can go from being potential losses to real profits.
When you embrace the value in every product, even the rejects, you set your business apart. By transforming imperfections into desirable features, you’re not just selling products—you’re building a brand that speaks to customers’ values and creativity.