Since the smartphone market is an oligopoly market structure, consumer purchase intention is usually driven by brand preference. This research analyses the customer-to-customer market of second-hand smartphones, pointing out how the brand factor affects the consumers’ purchasing behaviour. It is found that the recovery value and life cycle of Apple smartphones are higher and longer than those of other brands. Moreover, the recovery value of other brand smartphones is significantly driven by the debut date of the Apple smartphones, implicitly forming a consumption cycle. In addition, through machine learning models, the predictability for the recovery value is able to reach 93.55%.