Apple is set to shake up its in-store iPhone carrier promotions in a significant way starting June 26, aiming to breathe new life into sluggish sales.
According to Mark Gurman’s Power On newsletter, the tech giant will allow much broader exceptions on trade-ins – including devices in poor condition or with no appraised value at all – a major departure from its previously rigid stance.
Until now, Apple retail stores required customers to hand over an old device in good working condition to qualify for carrier deals. Devices that were cracked, damaged, or deemed worthless would disqualify a buyer from the promo. That’s changing. Apple is preparing to honor carrier promotions with no trade-in at all, and even devices assessed at $0 will now be accepted.
In essence, Apple is doubling down on the volume of promotional deals it supports in-store – a clear sign that it’s feeling the pressure. Competition is intense, consumer upgrades are slowing, and carriers have already been stretching financing terms from 24 to 36 months, locking users in longer and decreasing upgrade frequency.
This relaxation of Apple’s long-standing trade-in policy isn’t just about numbers. It’s also symbolic of the company’s slow but sure break from its infamous “walled garden” approach. Europe’s Digital Markets Act already forced Apple to open up with features like sideloading apps and third-party NFC payments. Now, the U.S. is seeing subtle but notable shifts too – even if under the radar.
Notably, rumors suggest Apple may raise prices for the upcoming iPhone 17 series, possibly to hedge against tariff volatility. That, combined with these new in-store deal policies, shows Apple is adjusting both ends of the equation: pushing value on trade-ins while preparing for a higher cost of entry for new devices.
Apple isn’t the only one feeling the heat. With economic uncertainty and extended payment plans, more American buyers are clinging to older phones – not out of nostalgia, but necessity. Still, these new promo rules might make it easier for hesitant customers to finally make the leap.
If you’ve got an old, battered iPhone sitting in a drawer, Apple might actually want it now – and that’s saying something.
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