This year, the Passover renewal season is reaching the technology sector with an emphasis on reducing upgrade costs. The iDigital chain, operating under the iCon Group, announced a broad marketing move that allows Israeli consumers to upgrade to the latest generation of Apple products through trade-in deals, which are now expanding beyond the smartphone world into computing and tablets.
The main innovation in the current initiative is the option to bring to the chain’s branches not only old Apple devices, but also PC computers and Android-based phones. The goal is to make it easier for new users to transition into Apple’s ecosystem, while utilizing the value of the old device as immediate credit at the register. For example, various Mac models will be offered starting at NIS 1,199 in a trade-in deal, with students receiving an additional 6% discount.
In the mobile device segment, the new iPhone 17 series will be offered starting at NIS 1,499 for those upgrading, and a variety of iPad models will start at NIS 799, subject to returning an old device. Beyond the direct price reduction, the chain emphasizes the added value of extended warranty: Customers will receive one to two additional years of iDigital warranty beyond the original manufacturer’s warranty, providing long-term peace of mind for the expensive purchase.
“As a leader in the iPhone trade-in field in Israel, we decided to expand this option to Mac computers and iPad as well”, explains Erez Eisenberg, VP of sales and trade at iDigital. According to him, the move is intended to allow customers to advance to the new generation of products in a simpler and more cost-effective way, especially in light of Apple’s recent product launches.
The promotion, which began on March 25, will take place in 23 branches of the chain spread from Nazareth to Eilat. For the chain, this is a step that strengthens its value proposition against parallel imports, combining official laboratory services, extended warranty, and financing and upgrade solutions at the point of sale.