Apple wants to put a new iPhone in your pocket.

So much, that they may be starting their own trade-in program to get that old one out of your hands ASAP. According to reports, Apple will be starting the trade-in program at their stores starting next month. Similar to the programs that wireless carriers like AT&T and Verizon have initiated, Apple will let customers turn in an older iPhone, like a 4S, for a new edition at a discounted price—like, the 5S or 5C, when they are officially released. Apple CEO Tim Cook has said that he doesn't believe that sales of the iPhone at Apple's own stores are high enough, and that 80-percent of iPhones sold are not directly from Apple Retail. A trade-in program will totally help bolster their sales, and satisfy Cook's desire for more iPhones sold from Apple's stores. 

Also, the sneaky smart part of this plan is that when a customer comes into an Apple Store for the first time in months (or years) since buying their iPhone, they will be exposed to Mac and iPad, and being there might get them to dive into the other Apple products they haven't bought yet (cue Joker voice: it's all part of the plan).

[via 9 to 5 Mac]