Yes, this ad marketing refurbished iPhones for ‘every member of your polycule’ is real

Claim:

Images authentically show an advertisement for refurbished iPhones with the tagline, “One for every member of your polycule.”

Rating:

Context

The advertisement came from a marketing campaign for Back Market, a company that sells refurbished tech devices — not Apple, the company that manufactures iPhones.

In early 2025, internet users shared pictures of what appeared to be a subway ad for refurbished iPhones featuring a tagline reading, “One for every member of your polycule.” (A polycule is a group of people connected to one another through multiple romantic, sexual or platonic relationships.)

People posted pictures of the allegedly authentic ads in what appeared to be different New York City subway cars on social media platforms including X, TikTok and Instagram. One post on X had more than 70,000 likes as of this writing.

Okay pic.twitter.com/uKzdPa5VlI

— keith🦴 (@kkrocketz) April 7, 2025

This was a real advertisement. As many commenters appeared to understand, the ad was not from Apple, the company that manufactures iPhones. Instead, the company behind the ad was from Back Market, a company that sells refurbished tech devices. On X, Back Market confirmed that the ad in the pictures was theirs. Thus, we rate this claim true.

Back Market’s advertising blitz in the New York subway system — where many social media users said they saw the ads — began as early as February 2025, reported Inc. Magazine. Back Market’s X account acknowledged the polycule ad in early April:

polycules buying refurbished > arms dealer ads

— Back Market (@backmarket) April 4, 2025

A few days later, Back Market again affirmed that the ad was theirs on X in a reply to one commenter, who said — in response to a post featuring a picture of the ad — “This is a @backmarket ad, isn’t it..”

Ok but why are you mad at me

— Back Market (@backmarket) April 8, 2025

The individuals who took images (and videos) of the ad did so from various angles, suggesting the footage was likely not digitally edited, and many of the pictures of the ad included Back Market’s brand name.

Back Market ads often incorporate cheeky slogans — for example, the company also put up signs that said, “Text your toxic ex with 92% less toxic emissions” and “Stalk your friend’s date for up to 70% less than new.”

Back Market did not immediately return an inquiry about how many of their polycule advertisements were in New York and whether the ads appeared anywhere else.

Sources