Apple has launched the iPhone 18 Pro at $1,199 and is giving it away for free to customers whose old phone still turns on. The aggressive trade‑in offer aims to soften the price hike and boost sales ahead of the holiday season.

  • iPhone 18 Pro priced at $1,199
  • Free if your old phone still powers on
  • Apple introduces a new cash‑back and trade‑in program

On September 14, Apple officially announced the iPhone 18 Pro with a starting price of $1,199, $200 higher than its predecessor. Simultaneously, the company rolled out a bold trade‑in scheme: any customer whose previous smartphone still powers on can receive a full $1,199 refund, effectively making the new device free.

The trade‑in process requires users to submit their old device at an Apple Store or via the online portal. The phone must turn on, have an intact screen, and be able to perform basic functions. Once verified, Apple credits the entire purchase price back to the customer, eliminating the cost of the iPhone 18 Pro altogether.

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Compared with the iPhone 17 Pro, which launched at $999 and offered a maximum trade‑in credit of $400, Apple’s latest approach flips the model on its head by refunding the full price. This marks a dramatic escalation in the company’s incentive strategy.

Globally, premium smartphone prices are climbing, and rivals such as Samsung and Xiaomi are already offering deep discounts on flagship models. Apple’s move is designed to counteract price sensitivity and drive sales during the festive period that includes Diwali, Thanksgiving, and Christmas.

Historical Background

Apple introduced its first trade‑in program in 2015, initially covering a limited set of devices with modest credit values. Over the years, the program expanded, and by 2020 Apple doubled the maximum credit and streamlined the online valuation process. The iPhone 18 Pro free‑trade‑in offer represents the most aggressive iteration of this evolution.

Why This Matters

BozokMedia analysis shows that a full‑price refund strategy could reshape premium‑segment pricing dynamics, giving Apple a decisive edge over competitors while making high‑end technology more accessible to a broader audience.

"Apple's bold trade‑in move will blur price differentiation in the high‑end market and accelerate consumer adoption of its latest hardware," says tech analyst Ali Sheikh.
Did You Know?: The original iPhone launched in 2007 for $199, whereas the iPhone 18 Pro now tops $1,199, illustrating a six‑fold price increase over 15 years.

Frequently Asked Questions

Q1: Can I trade in any brand of old phone?
A1: Yes, Apple accepts most major smartphone brands as long as the device powers on and meets basic functional criteria.

Q2: Is the free‑trade‑in offer available online?
A2: Absolutely, customers can evaluate their old device through Apple’s official website or the Apple Store app and place an order for a free iPhone 18 Pro.