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Apple said to have reassigned some marketing staff to focus on boosting iPhone sales

By Cookie Monster - on 5 Dec 2018, 12:23am

Apple said to have reassigned some marketing staff to focus on boosting iPhone sales

From left to right: the Apple iPhone XS, iPhone XR and iPhone XS Max.

The iPhone XR, XS and XS Max are not selling as well as Apple has expected, which led to the company trying out new marketing strategies to boost sales. 

A source familiar with the situation told Bloomberg that Apple is experimenting with discount promotions via generous device buyback terms to increase sales of the new iPhones. In addition, Apple is said to have reassigned some marketing staff from other projects to focus on boosting sales of the iPhone XR, XS and XS Max. The reassignment is described as a "fire drill". 

Apple updated its U.S website to reflect a trade-in promotion and the flagship features of the iPhone XR.

Apple updated the iPhone XR's webpage a few days ago to add a new banner to the top promoting a discount of US$300 from its retail price with a trade-in. The one-line marketing tagline for the iPhone XR has been updated to list the flagship features of the handset which include an all-screen design, the longest battery life ever in an iPhone, the fastest performance and studio-quality photos. 

Retail staff in the Apple Stores have been instructed to promote the trade-in program to customers after it started a limited-time promotion where the trade-in values of older iPhones were increased by between US$25 to US$100. Japanese telcos also cut their iPhone XR pricing last week due to more subsidies. 

Rumors of lower-than-expected demand for the new iPhones surfaced in November with the Wall Street Journal claiming Apple had lowered production orders from its supply chain partners. However, Greg Joswiak, Apple's Vice President of Product Marketing, revealed to CNET that the iPhone XR has been the most popular iPhone each and every day since the day it became available. 

Source: Bloomberg, Apple.com (US)