Specifically, Apple has sent out a memo to Apple Store staff instructing them to push upgrades to iPhone 4 and 4s users with increased trade-in values. The company has also started contacting customers by email and promoting the event with new signage in its retail stores.
The new signage reads:
"It’s a beautiful time for an upgrade.
You may be eligible for upgrade pricing on a new iPhone. And if you bring in your old iPhone to be recycled, you could get credit toward a new one. Ask us for details."
Employees have been told to check customer's eligibility, inform them about the iPhone Reuse and Recycling program, and push recently increased trade-in values for iPhone 4s and iPhone 4. Apple will offer up to $199 for an iPhone 4S and up to $99 for an iPhone 4. Depending on the device, a customer could upgrade to the iPhone 5S for $0.