Apple is focusing its takeover initiative to boost sales of the recently launched iPhone 15 series as well as the previous generation iPhone 14 and 14 Plus, which have undergone price revisions.
The company plans to promote its phone trade-in or trade-in program in India by integrating it into its brand campaigns and highlighting it on its India website.
The program was introduced with the launch of Apple's online store in India in September 2020 and is accessible through Apple stores in Delhi and Mumbai, as well as through partners Authorized by Apple.
Currently, Apple is offering trade-in value of up to Rs 67,800 for iPhone 14 Pro Max and up to Rs 64,500 for iPhone 14 Pro in India. It should be noted that these two smartphone models are now discontinued. Likewise, Apple is extending the trade-in value beyond Rs 40,000 for iPhone 14 and 14 Plus smartphones thanks to this trade-in program.
Apple's trade-in program has gained significant popularity in markets such as the United States and the European Union, according to Tarun Pathak, Director at Counterpoint Research. We expect takeovers to gain even more traction in India given the growing number of ambitious programs. For younger buyers who want to own an iPhone while exploring every possible way to reduce the initial cost of these devices.
This strategy is beneficial for Apple because, on one hand, it encourages users to upgrade through trade-in, on the other hand, it attracts new users through the same 'trade-in' upgrade program, he added.
With the introduction of the iPhone 15 series, which includes four models – iPhone 15, iPhone 15 Plus, iPhone 15 Pro and iPhone 15 Pro Max – Apple now offers its most comprehensive catalogue, just in time for the holiday season. This category includes the iPhone 15 series, iPhone 14 and 14 Plus, iPhone 13 and iPhone SE.
Pathak predicts that the price cut of the iPhone 14 and iPhone 14 Plus will further boost sales of these smartphones. He predicted that the iPhone 14 launched last year will likely account for more than 50% of sales in India this year. Apple reduced the price of iPhone 14 and iPhone 14 Plus immediately after launching the successor version. While the official discount is Rs 10,000, some chains are offering discounts of up to Rs 13,000 to Rs 14,000, Pathak noted.
Estimates from Counterpoint Research show that Apple is on track to sell more than 9 million iPhones in India, a significant increase from the 6.5 million units sold last year. This increase is expected to peak at a market share of 5%, the highest ever recorded. It is worth noting that Apple manufactures the iPhone SE, iPhone 13, iPhone 14, iPhone 14 Plus, and iPhone 15 in India through partnerships with companies like Foxconn, Pegatron, and Wistron. Additionally, iPhone 15 Plus assembly is expected to begin next quarter.
Additionally, Apple offers recycling through its trade-in program, allowing customers to dispose of their old devices responsibly. As stated on the Apple India website, “Apple Trade In allows customers to recycle any Apple device (including Apple-owned brand devices) for free at Apple Stores and Apple.com. This includes recycling of batteries, electronics and packaging for our commercial, educational and institutional customers. Once your device is received, it will be thoroughly inspected and evaluated for reuse or recycling. Whether recycled or reused, all activities involved in the disposal of your device will be managed in an environmentally responsible manner.
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