Jonathan Brax
Founder of Techable and SellMac
Jonathan Brax works in electronics resale, refurbishment and e-commerce. Since 2008, his work has involved what happens to technology after its original owner is finished with it, including repair, trade-in, resale, reuse and parts recovery.
Right to Repair · Refurbished Electronics · Apple Hardware · Device Resale · Repair Economics · E-Commerce

Repair economics
Whether a device gets repaired often depends as much on economics as engineering. Parts availability, labor, software restrictions and remaining device value all influence whether hardware stays in use.
The secondary Apple market
New Apple hardware affects more than new-device sales. Upgrade cycles change trade-in volume, used-device supply, resale pricing and which generations remain economically viable.
Device reuse
Useful hardware can retain years of practical life after its market value falls sharply. The challenge is keeping repair, refurbishment and resale economically sensible.
Trust in refurbished technology
Testing, accurate condition grading, warranty coverage and support can matter as much as specifications when someone decides whether to buy previously owned electronics.

Areas of focus
Right to Repair
Repair restrictions, parts availability, software tools and how they affect the economics of keeping hardware in use.
Refurbished electronics
Testing, grading, pricing, warranties, customer expectations and the realities of selling previously owned devices.
Apple hardware
Mac lifecycle, repairability, depreciation, common hardware issues and secondary-market behavior.
Trade-in and resale
What happens to consumer and business devices when their original owners replace them, and how used-device values are determined.
Reuse and e-waste
The practical and economic decisions that determine whether electronics are reused, parted out or recycled.
E-commerce
Trust, fraud, returns, fulfillment and customer experience in higher-value electronics sales.
Selected work & interviews
- Techable News · May 2026Apple Pulled the Cheapest Mac mini. The Real Story is Demand.
Jonathan's analysis of Mac mini pricing, supply, demand and what the change means for the refurbished market.
Written by Jonathan - Techable News · June 2026M-Series Changed Everything and Most Resellers Haven't Caught Up
A look at how Apple silicon changed Mac resale economics and the assumptions used by secondary-market sellers.
Technically reviewed by Jonathan
- The Retail Exec · March 2025Techable's Jonathan Brax on How To Build A Successful Ecommerce Website
An interview about Techable, renewed technology, customer experience and e-commerce.
- Authority Magazine · March 20235 Things You Need to Know to Build a Highly Successful E-Commerce Website
A discussion about the early development of Techable, customer experience, e-commerce and extending the useful life of technology.
- Authority Magazine · February 2025Jonathan Brax of Techable.com on How to Build Your Brand as an Executive and Why it Matters
A conversation about trust, entrepreneurship, technology and building a public-facing founder identity.
Background
Jonathan Brax is the founder of Techable, an electronics e-commerce business, and SellMac, a device trade-in business. His work spans multiple stages of the secondary electronics market, from acquisition and evaluation through repair, testing, resale, reuse and parts recovery. He is based in the Chicago area.
- Based
- Chicago area
- Companies
- Techable, SellMac
- Working in the market since
- 2008
- Primary focus
- Secondary electronics and Apple hardware
Editorial assets
High-resolution photography and company assets available for editorial use.

Jonathan Brax, founder of Techable and SellMac.
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Mac minis and MacBooks moving through processing.
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Jonathan Brax working on Apple hardware at Techable in Arlington Heights, Illinois.
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Reviewing a MacBook with a teammate during evaluation.
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Apple Mac mini inventory received at Techable.
Download high resolutionMedia inquiries
For interviews, requests for comment, background conversations, podcasts or other editorial inquiries, email Jonathan directly or use the form below. When relevant, include the publication or organization, subject and deadline.
More background: About · Operator Notes

