Traditionally speaking, Apple hasn8217;t had to work too hard to sell its iPhones, as record figures roll in year after year. Even the company8217;s commercials around launch time basically say 8216;hey there8217;s a new iPhone8217; without going into too much detail beyond showcasing the tweaked design.
However, when it comes to the iPhone XS, iPhone XS Max and iPhone XR, that is changing. The well-connected Mark Gurman of Bloomberg reports Apple is experimenting with marketing techniques once considered beneath the tech behemoth.
Related: iPhoner XR vs iPhone XS
The report says as well as offering 8216;generous buyback terms8217; and discount promotions, Apple has moved marketing staff from other projects in order to bolster the efforts pertaining to its flagship handsets released back in September and October. A person familiar with the matter described the move as a 8220;fire drill8221;.
In terms of those buyback deals, Apple has begun offering the iPhone XR from just $449, with the trade-in of an iPhone 7 Plus handset, for example. Bear in mind that8217;s $300 less than the retail price for the iPhone XR, representing a significant improvement in the usual trade-in deals Apple offers customers to upgrade.
Trade-in values of up to $500 exist for newer handsets, like the iPhone X, so long as they are in optimum condition. The company says for a limited time, extra credit is available on trade-ins for the iPhone 6s, iPhone 7 or iPhone 8.
The report comes amid fears the 2018 flagship devices are not bringing in the usual flood of new buyers, which has caused Apple8217;s share price to drop by around a fifth since it topped a trillion dollar valuation in October.
In a note to investors, HSBC wrote: 8220;What has made the success of Apple, a concentrated portfolio of highly desirable (and pricey) products, is now facing the reality of market saturation.8221;
As Bloomberg points out, Apple is not reporting growth of sales anymore, suggesting the long era of unadulterated growth is finally at an end.