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Apple Said to Host “Enormous” iPhone Upgrade Event this Week

by Jacob Kleinman | May 6, 2014May 6, 2014 8:30 am PST

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Apple may hold an “enormous” iPhone upgrade event this week, 9to5Mac reports citing a source familiar with the company’s plans. The initiative should begin on Thursday May 8, though it’s unclear if Apple will offer a discount on the iPhone 5s and iPhone 5c or simply encourage customers to take advantage of scheduled carrier contract upgrades.

Current iPhone owners due for an upgrade will reportedly receive email invitations from the company to pick up a new phone at the Apple Store later this week. The event will likely encourage customers to trade in their older iPhones in order to pick up an iPhone 5s or 5c at a discount. Apple’s retail employees apparently aren’t learning about the plans until Wednesday, suggesting the company won’t be introducing any new products or deals on its current devices.

It’s a bit strange to hear that Apple could be holding an event focused entirely on encouraging customers to upgrade their current smartphones, but it’s possible Apple wants to sell off existing inventory ahead of a new iPhone launch in several months. Also, with the iPhone 5s almost eight months old and anticipation for the iPhone 6 already picking up, Apple could be looking to reverse a likely drop in smartphone sales over the next few months as consumers wait for the newer model.


Jacob Kleinman

Jacob Kleinman has been working as a journalist online and in print since he arrived at Wesleyan University in 2007. After graduating, he took a...