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Apple Launches In-Store iPhone Upgrade Event to Boost Sales

<img class="alignright size-medium wp-image-384773" src="http://cdn.macrumors.com/article-new/2013/08/iphone_4s_5-250x243.jpg" alt="iphone_4s_5" width="250" height="243" />Apple's iPhone upgrade event has officially begun, as the company has started to send out emails encouraging upgrade-eligible older iPhone owners to trade in their phones for newer models. iPhone 4s users started receiving emails (http://www.eweek.com/apple/apple-nudges-u.s.-iphone-4s-users-to-recycle.html) on May 8, with the headline "It's a beautiful time for an upgrade."
 
 The emails nudged iPhone 4s owners to "recycle" their phones to receive up to a $199 credit to put towards the purchase of an iPhone 5s or iPhone 5c under Apple's iPhone trade-in program, which the company first launched (http://www.macrumors.com/2013/08/30/apple-confirms-iphone-trade-in-program-launching-today-at-u-s-retail-stores/) in August.
 
 As noted by 9to5Mac (http://9to5mac.com/2014/05/09/apple-kicks-off-its-big-in-store-iphone-upgrade-event/), Apple Store employees have also received a memo instructing them to encourage iPhone 4 and 4s to trade in their phones with more attractive trade-in values. Apple is offering iPhone 4 users up to $99 towards the purchase of an iPhone 5s or 5c, while iPhone 4s owners can get up to $199, making an upgrade to a subsidized iPhone 5s essentially free.
 
 Apple's retail stores are also displaying signs with the same "It's a beautiful time to upgrade" message, but it appears those signs may have pre-dated the kick off of Apple's upgrade initiative, having been spotted last week (https://twitter.com/chriswb/status/464869107222192128).

"It's a beautiful time for an upgrade. You may be eligible for upgrade pricing on a new iPhone. And if you bring in your old iPhone to be recycled, you could get credit toward a new one. Ask us for details."

First highlighted earlier this week (http://www.macrumors.com/2014/05/05/apple-retail-upgrade-event/), Apple's upgrade initiative is designed to boost in-store sales of the iPhone. The event will see Apple heavily pushing its iPhone trade-in program and launching improved trade-in options in an effort to get customers to upgrade their phones.
 
 Apple CEO Tim Cook has noted his desire to increase in-store iPhone sales (http://www.macrumors.com/2013/07/03/apple-prepping-to-launch-new-iphone-incentive-programs-has-an-army-of-products-in-the-works/) multiple times over the past year, saying Apple will improve sales through a variety of promotional tactics and incentive programs. Currently, 80 percent of iPhones are sold at third party locations while Apple sells just 20 percent, a ratio Cook would like to improve.
 
 As Apple kicks off its trade-in initiative, Best Buy is also offering an up to $200 trade-in value (http://www.bby.com/trade-in-your-iphone-at-best-buy-this-weekend-get-a-free-iphone-5s/) for customers who bring in an older iPhone and upgrade to an iPhone 5s or 5c. Phones must be in working condition without a cracked display to receive a Best Buy gift card through May 11. An iPhone 5 is guaranteed $200, while an iPhone 4s gets $150 and the iPhone 4 gets $100.
 
 
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Source: Apple Launches In-Store iPhone Upgrade Event to Boost Sales (http://www.macrumors.com/2014/05/09/apple-launches-iphone-upgrade-event/)