Summary

Apple isn’t just selling tech — it’s quietly building one of the smartest circular business models in the world. Through its Trade-In Program, the company turns used devices into new revenue streams, cuts production costs, and deepens customer loyalty. It’s brilliant, profitable… and your company can do it too. Here's how.

Apple is known for sleek design, innovation, and billion-dollar product launches.

But there’s a lesser-known story happening behind the scenes — and it’s one that every business should pay attention to.

Through its Trade-In and Recycling Program, Apple is not only reducing e-waste but also tapping into a highly profitable, circular business model. Refurbished iPhones, MacBooks, and iPads are now driving new revenues, opening new markets, and lowering production costs — all while improving customer loyalty and brand image.

Let’s break down how it works — and how your company can follow their lead.

What is the Apple Trade-In Program?

At its core, the Apple Trade-In Program allows customers to return their old devices — iPhones, MacBooks, iPads, even some Android phones — in exchange for store credit or free recycling. That sounds like a nice sustainability gesture. But for Apple, it’s a circular value chain in full swing.

When a customer returns a working device, Apple refurbishes it and sells it again as a certified pre-owned product — often to a new customer segment that prefers affordable or more sustainable options. If the device is no longer usable, it gets disassembled by Daisy, Apple’s advanced recycling robot, which can break down up to 200 iPhones per hour and recover high-value materials like aluminum, copper, and rare earth elements.

These materials are then reintroduced into the supply chain — powering the next generation of devices. Many of Apple’s newest MacBooks, for example, are already made from 100% recycled aluminum.

Learn more here: Apple Recycling Program

How does Apple’s Trade-In Program work?

From a user’s perspective, Apple’s Trade-In process couldn’t be easier. It starts online, where customers choose their device, answer a few questions about its condition, and receive an instant estimate of its trade-in value. (you can get up to 750€!)

They then decide whether to bring the device to an Apple Store or ship it using a free, prepaid label provided by Apple. Once the device is received and inspected, the customer gets either a gift card or instant credit toward a new purchase. Devices that pass inspection go back into circulation. Those that don’t get responsibly recycled.

For the customer, it’s an effortless way to declutter and upgrade. For Apple, it’s a smart way to feed both its sustainability goals and its bottom line.

Steb by step of the Apple Trade-In Program
Step-by-step (Image: Apple)

How does Apple benefit from its Trade-In Program?

On paper, it’s a recycling program. In reality, it’s a profit engine.

By recovering devices instead of sourcing new materials, Apple significantly reduces production costs. At the same time, it captures value from products that would otherwise be discarded — creating an entirely new revenue stream through refurbished sales.

According to Harvard Business School, refurbished iPhones don’t just appeal to budget-conscious consumers — they open doors to entirely new markets. Markets that maybe weren't ready to pay the high prices that Apple has on its items. And while most people associate refurbished devices with lower prices, the margins are often excellent: no marketing cost, no retail packaging, no R&D — just smart reuse.

More importantly, this model strengthens Apple’s relationship with its customers. Offering trade-ins keeps people in the Apple ecosystem. It makes upgrades easier, and it reinforces a shared value around sustainability.

Why are Trade-In Programs important?

Apple’s Trade-In Program proves that the end of a product’s life doesn’t have to be the end of its value. In fact, it can be the beginning of something smarter — and more profitable.

The question is no longer if circular models work. It’s how fast your company can implement one.

koorvi helps you get there — whether you're in consumer goods, fashion, electronics, or heavy industry.

How can I implement my own Trade-In Program?

Of course, building a system like Apple’s takes more than good intentions. It requires infrastructure: digital workflows, product evaluation logic, return tracking, resale automation, and more.

That’s exactly what koorvi provides.

Our platform enables companies to launch, manage, and scale their own trade-in or take-back program — with everything from customer-facing return tools to backend automation for sorting, refurbishment, and resale.

It’s a plug-and-play system designed for real-world logistics, with full integration into your inventory and customer systems.

👉 Get in touch with us to turn take-back into a business strategy.

FAQs

What exactly is the Apple Trade-In Program?

The Apple Trade-In Program allows customers to return old devices—iPhones, MacBooks, iPads, and even some Android phones—in exchange for store credit or free recycling. Customers complete an online assessment, receive an instant trade-in value estimate (up to €750), and choose between shipping the device or bringing it to an Apple Store. Once received and inspected, functional devices get refurbished and resold as certified pre-owned products, while non-functional devices are disassembled by Apple's recycling robot Daisy to recover valuable materials like aluminum, copper, and rare earth elements for reuse in new products.

How does Apple profit from its Trade-In Program?

Apple benefits through multiple revenue streams: it reduces production costs by recovering devices instead of sourcing virgin materials, captures value from products that would otherwise be discarded, and creates a new revenue channel through refurbished sales with excellent margins (no marketing, packaging, or R&D costs). Beyond direct profit, the model strengthens customer relationships by making upgrades easier, building brand loyalty, and keeping people within the Apple ecosystem while reinforcing sustainability values that resonate with modern consumers.

Why are Trade-In Programs important for circular economy?

Trade-in programs extend product lifecycles and prevent waste by giving used products a second life through refurbishment and resale rather than sending them directly to landfills. Apple's model demonstrates that the end of a product's first life doesn't mean the end of its value—instead, it becomes the beginning of something more sustainable and profitable. These programs reduce the demand for virgin materials, lower the environmental footprint compared to new production, and generate measurable sustainability impact that goes beyond marketing claims.

What happens to devices that don't work in Apple's Trade-In Program?

Non-functional devices are responsibly recycled using Apple's advanced automation, particularly the Daisy robot, which can process up to 200 iPhones per hour. The robot breaks down devices and recovers high-value materials including aluminum, copper, and rare earth elements. These recovered materials are then reintroduced into Apple's supply chain to power next-generation products—many of Apple's newest MacBooks, for example, are already made from 100% recycled aluminum, completing the circular loop.

How can my company implement a Trade-In Program like Apple's?

Building a scalable trade-in program requires robust digital infrastructure for customer-facing returns, product evaluation logic, condition assessment, inventory tracking, and resale automation. Rather than building everything from scratch, companies can leverage specialized platforms that provide end-to-end solutions—from branded return portals and automated product evaluation to integration with refurbishment and recycling partners. Visit koorvi.com to explore how you can launch a profitable trade-in or take-back program in your industry.​