AO has become the UK’s first online retailer to offer “as new” mobile phones through its Mobile Phones Direct brand.

The online electrical retailer acquired Mobile Phones Direct in 2019 and the brand has unveiled a wide selection of refurbished phones with more added each day.

The phones are rated “as new”, meaning they are in pristine condition and indistinguishable from brand new models. They are wrapped in recyclable brown packaging rather than a branded box.

Each of the refurbished iPhones comes from Apple factories is available for next-day delivery and has a 12-month warranty.

Products include the iPhone 13 Pro and Pro Max, iPhone SE and iPhone 12, and buying these refurbished models can help customers save up to £125 compared with buying new.

Mobile Phones Direct is currently offering “as new” Apple iPhone 13s that start from £30 per month with a small upfront cost across a range of network providers. The iPhone SE is available for £16 per month with no upfront cost.

AO mobile director Scott Hooton said: “There is huge demand right now for more cost-effective options when it comes to upgrading or replacing mobile phones, so we’re thrilled to be the first online retailer to launch this special new range of ‘as new’ phones for UK customers.

“There’s a lot of pressure on household budgets, but consumers are still keen to keep up with the latest in technology, including mobile phones, which are an essential part of everyday life.

“That’s why we’re offering our customers an attractive price point, with our ‘as new’ phone deals being, on average, between £72 and £120 cheaper over a 24-month contract than ‘brand new’ equivalents.

“We’re excited to be the first in the UK to bring these products to market, providing consumers with a cost-effective and more environmentally friendly option for investing in new technology at a time when these considerations are more important than ever.”