June 9, 2025 – In a significant move, Mark Gurman disclosed this evening that Apple is gearing up to kick off its annual back-to-school promotional campaign in the United States on June 17. Alongside this announcement, Gurman also revealed that the tech giant is set to loosen its restrictions on carrier-led promotional activities.
Starting from June 26 local time, Apple is planning to revamp its carrier promotion policies. For the first time, the company will allow damaged devices, including those considered as worthless electronic waste, to be part of these promotional events. This strategic shift is aimed at giving a boost to the sales of products like the iPhone.
Here’s a breakdown of the key changes:
Elimination of Device Condition Restrictions: Previously, only well-maintained old devices were eligible for trade-ins. Now, even damaged devices, including those valued at zero dollars, will be accepted.
Introduction of No-Trade-In Promotions: For the first time, Apple will offer carrier discounts that don’t require customers to trade in any device at all.
Expansion of Promotion Scope: The number of carrier promotions supported by Apple retail stores is set to double.
Gurman emphasized, “Apple is set to recognize two new types of promotions: carrier discounts that don’t require a trade-in, and offers that allow customers to submit damaged devices, even if they have no monetary value. This will effectively double the number of promotions Apple can handle, helping to attract customers during a period of sluggish sales.”
