Apple's Strategy: Trade-In Discount for Third Party Chargers

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Apple's Strategy: Trade-In Discount for Third Party Chargers

#1 Postby Shivani » Wed Aug 07, 2013 3:57 pm

Great Marketing move from Apple..In an effort to curb the number of unofficial and apparently unsafe iPhone chargers in use, tech giant Apple is discounting its own chargers from $19 to $10 when customers turn in their unauthorized power supply.This move seems to be a safety precaution after a pair of incidents in China involving third-party chargers that allegedly killed a woman a put one man in a coma. Many Apple customers turned to the third-party iPhone chargers because they're often a fraction of what the official ones cost.

Although Apple hasn't mentioned the clear reasons of doing so but the correlation is fairly clear. Within a week of the second shock, Apple created Chinese-language illustrations to help customers there identify official chargers.Either its for security reasons or not but this move of the Adapter Takeback Program should generate tens of millions of dollars for Apple around the globe, but it's especially important from a customer relationship standpoint in China, where sales have tumbled and the company has lost public relations there.

In the current quarter, Apple's total sales in China, Taiwan and Hong Kong were $4.6 billion, down 43 percent from the previous quarter when Apple raked in $8.2 billion from the region. It accounts for more than 10 percent of Apple's global sales.

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