Apple Expands Trade-In Program To Draw Android, BlackBerry Customers

Apple has expanded its trade-in program to accept non-iOS smartphones, such as Android, BlackBerry and Windows devices, the company confirmed to CRN Tuesday.

The new program, which previously accepted only Apple products, reflects what is seen as an aggressive effort by the Cupertino, Calif.-based company to persuade customers using non-iOS devices, particularly Samsung smartphones, to switch over to iPhones.

"Apple is starting to reach a point of saturation where customers are refreshing their existing Apple devices instead of getting a new iOS device," said David Felton, founder of Canaan Technology, a solution provider based in Norwalk, Conn. "In my opinion, Apple is probably projecting a slowdown in the number of new Apple users, and are trying to get customers who are on the fence to switch over to Apple."

[Related: Samsung Confronts Apple With Release Of High-End Galaxy S6, Galaxy S6 Edge]

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According to Apple's reuse and recycling program website, the company will take a variety of smartphones, like BlackBerry, as well as Android devices, such as LG, HTC, Sony and Samsung. The trade gives customers credit that they can use toward purchasing a discounted iPhone.

The program comes just over a week before the April 10 release of Samsung's newest flagship smartphones, the 5.1-inch flat-panel Samsung Galaxy S6 and 5.1-inch curved-panel Galaxy S6 Edge. Both new models notably flaunt features that appeal to the same high-end audience Apple targets, through a thinner, lighter design as well as aluminum and Gorilla glass manufacturing.

According to Apple, the recyclable program will take various select Galaxy S4 and Galaxy S5 models, including the Galaxy S5 G900F and LTE SM-G900M Galaxy S5.

"Apple feels that they are at a unique point in the market where they are able to take the wind out of the sales of Android manufacturers, and can weaken the competition," said Michael Oh, founder of Tech Superpowers, a Boston-based Apple partner. "Obviously Apple's quarterly performance and volume of iPhone sales show that they have been selling well. ... Apple can afford to do a trade-in like this, and they are hoping to pounce on an opportunity in the market and get new customers."

Apple and Samsung devices have recently gone head to head in the competitive smartphone market where Samsung has long reigned. In the fourth quarter of 2014, market research firm IDC reported that Apple's 74.5 million global smartphone shipments had almost caught up to Samsung's 75.1 million shipments.

However, Canaan Technology's Felton, whose company works to help customers set up or upgrade smartphones, said he doesn't think Apple sees Samsung as a big threat.

"It's not so much that Apple sees Samsung as a threat, it's more that the company is trying to beef up the number of subscribers it has," he said. "At some point Apple's smartphone sales will meet a point of saturation, and I think the company is trying to address that. My feeling is that your phone is a relatively short-term commitment, and users who might be at the point where it's time to upgrade their phone might see some value in trading in their older Android phone to bring the cost of a new iPhone down. But I don't think they'll convince customers who are hardcore HTC, LG or Samsung fans."

Apple has made various efforts to prompt Android users to switch over to iOS devices, releasing a comprehensive guide in September outlining for customers how to move content from an Android phone to the iPhone, and offering Apple Retail Store specialists to help customers change over.

According to an Apple spokesman, the newly expanded trade-in program will take place in the U.S., Canada, U.K., France, Germany and Italy.

PUBLISHED MARCH 31, 2015