PRESS: Apple kicks off trade-in for old iPhones in Russia

MOSCOW, Jul 26 (PRIME) -- Apple has launched in Russia an unlimited trade-in program, under which it takes old iPhones in good condition as a part of payment for new ones, but the offer will not be applicable to other products of the U.S. company, business daily Vedomosti reported on Wednesday, citing sources.

Spokespeople for big retail chains re:Store, M.Video, and Svyaznoy confirmed their participation in the trade-in initiative. A source close to the project said the list of sellers may grow in the future.

Svyaznoy’s spokesman Sergei Tikhonov said the retailer has launched the program in more than 100 stores so far and all 2,700 units will be engaged in August.

Apple will accept the iPhone 4, 4s, 5, 5s, 6/6 Plus, 6s/6s Plus, 7/7 Plus, and SE for trade-in.

Online news portal Telecom Daily’s General Director Denis Kuskov said the initiative could raise Apple sales in Russia up to 10%. It is a good means of attracting attention to the brand’s products and improving loyalty of constant buyers.

Nobody has held any large-scale projects of exchanging old electronics, in particular, smartphones, for new ones on the Russian market yet, he said, adding that Apple’s success will depend on the size of discounts.

Apple has the trade-in program in the countries where it has its official Apple Stores, while there are none in Russia, one of the sources said. In total, Apple has slightly less than 500 Apple Stores, with more than a half located in the U.S. The trade-in program there covers not only iPhones, but also tablets and computers.

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