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The Ultimate iPhone Experience
Enjoy your new Business iPhone 18 Pro with up to 60% discount
Upgrade to the latest iPhone 18 pro with an upfront discount and a simple upgrade cycle. With Forward Trade-In, eligible e& customers can get up to 60% of the original device purchase value deducted at the time of purchase when they select an eligible Forward Trade-In plan. Return your device at the end of the selected plan period and continue your upgrade journey with the latest eligible device.
How Forward Trade-In works
Add Forward Trade-In
Select your preferred Forward Trade-In plan when purchasing your device.
Get your benefit upfront
Your eligible Forward Trade-In value is applied as an upfront discount based on your selected plan.
Return your device
At the end of your agreement period, initiate your device return request for collection.
Device evaluation
Your returned device will be inspected based on its physical and functional condition.
Continue your upgrade
Upgrade to the latest eligible device and continue benefiting from Forward Trade-In.
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Using our Application Program Interface (API), you can seamlessly integrate your own marketing, sales, or CRM tools.
Reporting
The platform makes it simple and easy to analyse the success of your campaigns. Monitor delivery rates, email opening rates, and more.
How much can you get back?
For example, if you purchase an iPhone 18 Pro for AED 5,499 and select an eligible 1-year Forward Trade-In plan:
Device price: AED 5,499
Upfront discount: Up to AED 3,299
Amount payable: From AED 2,200
Subscription fee: AED 125 for 1 year / 150 for 2 years.
You receive your eligible discount at the time of purchase, then return the device after 12 months to continue your upgrade cycle.
Example shown for illustration purposes. The actual upfront discount is subject to the selected Forward Trade-In plan, device eligibility, condition requirements and applicable program terms.
Plan Details:
1 Year
- Condition 1 – up to 60% buyback credit – return between Sep '27 to Mar '28
- Condition 2 – up to 50% buyback credit – return between Sep '27 to Mar '28
Plan validity: 24 months from the date of purchase or 31-03-2029 whichever comes earlier
2 Year
- Condition 1 – up to 45% buyback credit – return between Sep '28 to Mar '29
- Condition 2 – up to 35% buyback credit – return between Sep '28 to Mar '29
Plan validity: 24 months from the date of purchase or 31-03-2029 whichever comes earlier
Who can get Forward Trade-In?
Forward Trade-In is available to:
· Existing e& B2B customers in the Enterprise and Government segments
· Customers purchasing eligible iPhone models launched from September 2026 onwards
Your Trade-In Value Depends on Device Condition
The upfront discount you receive is based on the selected Forward Trade-In plan and the expected value of your device at return. When you return your device, it will be assessed based on its physical and functional condition.
| Defect | Condition 1 (up to 60% buyback value) | Condition 2 (up to 50% buyback value) | Non-Acceptable Condition |
|---|---|---|---|
| Screen Condition | No visible scratches or damage | Visible scratches with original display intact | Cracked screen, display lines, discoloration, screen burn-in, or touch not working |
| Body Condition | Up to 2 minor scratches, no dents | Major scratches or dents on the body/housing | Bent or physically damaged device |
| Battery Health | Battery health 90% or above | Battery health 80% or above | Battery service warning displayed |
| Functional Components | All components working normally | Minor issues with microphone, speaker, or buttons | Major functions not working, including camera, Face ID, or Wi-Fi |
| Device Locks | No device or SIM lock | No device or SIM lock | Device or SIM lock enabled |
| Missing Parts | No missing parts (back cover, SIM tray, buttons) | No missing parts (back cover, SIM tray, buttons) | Missing parts including back cover, SIM tray, or buttons |
| Overall Functionality | Device fully functional (including camera, Face ID, buttons, Wi-Fi, sim card, all sensors) | Device operational with minor issues (camera, Face ID, buttons, Wi-Fi, sim card, all sensors) | Device has limited functionality |
How the adjustment works
Non-acceptable condition — Full adjustment
If your device is returned in a non-acceptable condition, meaning any condition beyond Condition 2, the full upfront discount will be recovered through your next bill.
Example: If you received a 60% upfront discount and your device is assessed as Condition 2, the 10% difference between the 60% upfront discount and the 50% applicable trade-in value will be reflected in your next bill.
Final buyback value is subject to device inspection and the applicable program terms.
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© 2026 e&. All Rights Reserved.