Hardware sales are down, but Apple refuses to let anyone else control the narrative.
The Cupertino-based company decided that it'll get more aggressive with how it's selling the iPhone XS and the iPhone XR. In a new set of advertisements, Apple's pushing a trade-in promotion on both of the latest iPhone models. Those ads were limited to television and digital at first; however, they're starting to expand to Apple's own retail stores.
Around the world, Apple switched the videos on almost all displays to highlight the trade-in promotion. The retail stores are showing it on Genius Bar displays, Mac computers, Apple TV demonstration sets, video walls, and elsewhere. Needless to say, there's no hiding from Apple's deal.
The trade-in promotion takes your current iPhone and knocks some money off the price of the iPhone XS or the iPhone XR. Depending on when your current iPhone was released and its condition, you could get the iPhone XR for as little as $449. Trade-in promotions aren't anything new, but Apple's adding a bit more to the value of older devices for a limited time.
The all-out sprint to generate sales shouldn't come as a major surprise. Aside from holiday shopping nearing its end soon, Apple needs to alleviate concerns from partners and investors. Its latest iPhone models are getting reduced orders, sending suppliers into a state of panic and driving down the company's stock price.
Apple already chose to start hiding unit sales from the public. Still, everyone knows the iPhone XS and the iPhone XR are underwhelming at the moment. There could be a turnaround in the works, but so far that's hard to imagine.