Apple will hold "update events" of iPhones in their stores

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Very curious initiative has discovered 9to5Mac: it seems that Apple is preparing to celebrate "update" events to all customers who have the opportunity to buy a new iPhone model changing its old model. Will be starting this Thursday, May 8 starting with the U.S. Apple Store, and apparently it has to be "huge". 

Who are those customers who have the opportunity to upgrade? People who bought an iPhone at an Apple Store and they can get an advantage by delivering the phone to recycle leveraging the exchange program. These people, if they live near a local Apple Store will receive an email inviting them to this event to buy an iPhone5S or an iPhone 5c.

It will be the first major event of the Apple Store to oversee its new director, Angela Ahrendts 


This event can bring many people to the Apple Store, so the shops have begun to prepare for a good flow of customers at the same level as it prepares for the launch of a new iPhone or iPad.

This will be one of the first initiatives will oversee of the new Director Apple Retail, Angela Ahrendts, probably together with other Apple executives to see the reaction of consumers in person. The test is conducted in the U.S., and if all goes well, the event may be repeated in other countries.