Challenge
More than half of discarded devices still have useful life. They end up in drawers. Meanwhile, Apple needed a way to accelerate device recycling and create a new pathway for customers to upgrade. The challenge was making that feel like a benefit, not a chore.
Apple // Trade In
Approach
We built the entire program from the ground up: the strategic positioning, the go-to-market architecture, and the integrated campaign. The insight was simple: your old device can do one last great thing. Give it a second home and Apple will either put cash in your pocket or recycle it for free.
Result
A new multi-million dollar revenue stream. A 10x increase in device recycling. A sustainability liability turned into a growth initiative.
Apple Trade In