The company wants customers to trade-in their old iPhones for newer models at its brick and mortar stores.

iphone 5s 5c Apples iPhone upgrade event kicks off

Apple CEO Tim Cook is on a mission to increase iPhone sales through the company’s own retail stores since 80 percent of units sold are through third-party retailers and mobile carriers. Not only will the upgrade event aid that mission but it will also help Apple move countless units of its existing models, the iPhone 5S and iPhone 5C.

In emails being sent to customers the company is saying that “it’s a beautiful time for an upgrade.” Under this program customers with older models are encouraged to head into their local Apple Store and upgrade. Apparently retail staff has also been instructed to push upgrades on customers who have an iPhone 4 or iPhone 4S.

Those who opt to trade-in their existing models could get up to $99 for an iPhone 4 and up to $199 for an iPhone 4S. Retail staff will determine the value based on a variety of factors but if the unit is in good condition one can expect to receive top dollar. An iPhone 4S that fetches $199 in trade-in value essentially enables the customer to purchase a new 16GB iPhone 5S on contract.

Though its unclear if this is a part of the upgrade event as well, retailer Best Buy is getting in on the action as well. It is also offering up to $200 in credit for older iPhones to customers wishing to trade-in an older model, though top dollar will only be offered for iPhone 5 units in good condition, iPhone 4S fetches $150 and the iPhone 4 will net customers $100 which can be put towards the purchase of an iPhone 5S or iPhone 5C.

This isn’t the first time Apple has kicked off a trade-in event. In fact last year it was believed that Apple went this way only after seeing how popular Best Buy’s trade-in events were over the summer.

Source: Maclife