iPhone下取りプログラム、Appleが近く導入へ

近くAppleは、直営店に旧モデルを持ち込んで新機種を購入できるiPhone下取りプログラムを導入する。本誌は、そのやり方に関する興味深い情報を入手した。一部のAppleストアでは既に試行されている…
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SAN FRANCISCO, CA - SEPTEMBER 21: A new iPhone 5 is displayed at an Apple Store on September 21, 2012 in San Francisco, California. Customers flocked to Apple Stores across the U.S. to purchase the hotly anticipated iPhone 5 which went on sale nationwide today. (Photo by Justin Sullivan/Getty Images)
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AppleのiPhone下取りプログラムは既に試行中。しくみはこうだ

近くAppleは、直営店に旧モデルを持ち込んで新機種を購入できるiPhone下取りプログラムを導入する。本誌は、そのやり方に関する興味深い情報を入手した。一部のAppleストアでは既に試行されている。

同プログラムに関しては今日、いくつか報じられており、MacrumorsのEric Slivkaは、プログラムのトレーニングが行われていることを伝え、9to5MacのMark Gurmanは、開始時期が9月中であると引用している。

しかしこの下取りプログラムは、すでにAppleストアの一部で試行されていることを本誌は発見した。そこでは本番の準備が行われているだけでなく、ここ数週間実際に顧客から下取りを行っている。情報筋によると、このプログラムはどの直営店でも提供されているものではないと説明されている。一部のパイロットストアでは、現時点で1日に複数の下取りを処理している。

プログラムのしくみはこうだ。顧客は、動作可能で水没損傷のないiPhoneをApple直営店に持ち込む。これを店員が、店のiMacやiPadを通じてアクセスできるオンラインサイトの助けを借りながら査定する。その後、顧客は端末の状態について一連の質問に答えて価格が決定する。

この手順は、Appleが現在iPhoneリサイクリング・プログラムで行っているやり方に似ているが、あれは郵送のみの対応で、様々な種類の製品が対象であり、店頭では行われていない。もし顧客が古い壊れて価値のない端末を下取りに出したい時は、単なるリサイクルとして持ち込める。

下取り価値は、端末の色、物理的損傷、水没損傷など様々な要素によって決められる。価格は運用に入る前に吟味されることになるだろうが、16GB iPhone 4および4Sで、120~200ドル程度になるようだ。状態の良い16GB iPhone 5が250ドル前後で、これはGazelleGlydeNextWorthなど、他の下取りサイトよりも低い。

それでも、店頭で行われることの利便性は間違いなく有利に働くだろう。店へ行くだけで完結するのは、郵送して待っているよりも強い。

書類が揃ったら、下取り価格がギフトカードに加算される。クレジット残高は新機種に適用され、残金があればギフトカードに残る。旧機種は店が保有する。下取りプログラムは、店頭で新機種を購入する場合にのみ適用されるので、下取りだけしてギフトカードをもらうことはできない。

下取り価値は新機種の購入に充てられるが、顧客は[キャリアの]アップグレード・クレジットを保有している必要がある。このためキャリアのチェックが入る。アップグレード・クレジットのない顧客は、キャリアに早期解約金を払い、クレジットを別のキャリアで使う新機種に充当することができる。

現在下取りされた端末は、まとめてどこかに送られ、恐らく新興国市場向けに、整備されて再販されているようだ。下取りが行われている店では再販されていない。Apple直営店で、この選択肢が得られることを、利用者はかなり喜んでいるようだ。

もちろんこれは、現在行われているやり方なので、実運用に入ると変わる可能性がある。何か重要な変更があれば続報する。本誌はAppleに新プログラムの詳細に関してコメントを求めているが、まだ返答はない。

(翻訳:Nob Takahashi)

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