Apple bets on trade-in program, repriced 14 series to drive iPhone sales in India
Apple is betting on its trade-in program to drive sales of the newly launched iPhone 15 series and the older-gen iPhone 14 and 14 Plus, which the company has now repriced.
The company will popularise its trade-in or phone exchange program in India by making it a part of brand campaigns and highlighting prominently on its India website.
The program was introduced along with the Apple online store launch in September 2020 in India. The program is also available through Apple’s retail stores in Delhi and Mumbai and its authorised partners.
Currently, Apple is offering up to Rs 67,800 in trade-in value for the iPhone 14 Pro Max and up to Rs 64,500 for the iPhone 14 Pro in India.
Both smartphones are now discontinued.
Similarly, Apple is offering over Rs 40,000 in trade-in value on iPhone 14 and 14 Plus smartphones through the trade-in program.
“Apple's trade-in program has been quite popular in markets like USA and EU. We expect trade-ins to be even more popular in India due to the young aspirational buyers looking to buy iPhones while looking at all possible ways to reduce the upfront value of the iPhones.
” Tarun Pathak, associate director at Counterpoint Research, said this will further increase Apple's share in the secondary market.
“It is a win-win for Apple as, on one side, it gets users to upgrade with trade-in, and on the other side, it acquires new users with the same trade-in devices,” Pathak added.
With the launch of the iPhone 15 series, which includes four iPhones, namely iPhone 15, iPhone 15 Plus, iPhone 15 Pro and iPhone 15 Pro Max, Apple will have the most extensive portfolio going into the festive season. The portfolio now includes the iPhone 15 series, iPhone 14 and 14 Plus, iPhone 13 and iPhone SE.
Pathak
