Did you know that there’s a multi-billion dollar market for cracked iPhone repairs?
It’s crazy to think just how many consumers experience that sinking feeling when their iPhones hit the ground and they pick it up to find a cracked screen.What happens when consumers break an iPhone, though? Some cut their losses and pay for an early upgrade. Some continue using the cracked device thinking they don’t have another option.
But the broken iPhone situation boils down to one question—to repair, or not to repair? The answer might surprise you.
First Things First—Dispelling a Broken iPhone Myth
Part of the reason the options come down to “to repair, or not to repair” is that consumers don’t feel that they have many options once a device is broken. They think a device has to be in perfect working order and pristine condition to take advantage of a trade-in program.
However, consumers should know that carriers will still take a trade-in device even if it’s broken. The real problem is that the value of your device diminishes for every issue it has.
Cracked screens and lack of power will result in the biggest reductions in trade-in value, which is why some consumers consider repairs before moving forward with a device upgrade. Repairing the device might feel like the right option, but we might be able to save you the headache.
The Case for Not Repairing an iPhone
Because cracked screens result in the biggest trade-in value reductions, repairing a damaged iPhone screen can be one of the most valuable investments before going in for an upgrade. However, you don’t actually have to repair the device to enjoy the value.
When you trade a device with a cracked screen, the reduced value is a direct reflection of the cost to repair that screen on the back end. After all, the secondary market wouldn’t be served well with broken iPhones.
This means that repairing the device on your own is more work on your end for nothing but perceived value for the device. Ultimately, you’re receiving the same amount of money toward the new device if you count the cost of repairing your own device.
Another problem with repairing your own device is having to find the right vendor. Many people will find a cheap option to repair a screen, but that local mall kiosk probably isn’t an authorized dealer. And if you have an iPhone screen replaced by an unauthorized dealer, you’ll void your warranty and jeopardize any trade-in value down the road.
Why bother dealing with these potential repair problems when you can get the same value for trading a broken device directly? This simple mindset shift can save consumers time and put more money in their pockets. But for carriers, the objective is to make this value proposition as clear as possible to drive more interest in trade-in programs.
If you want to learn more about setting up a trade-in program for success ahead of the 10th anniversary iPhone, download our free white paper, 16 Steps to Optimize Your Mobile Trade-in Program.
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