Etisalat announced the launch of the region’s first ‘Upgrade Anytime’ programme on Saturday – an exclusive programme that gives customers the freedom to trade in  their iPhone with a new one of different model, screen size, color, capacity, or new installment scheme without any restrictions – upon completion of 90 days of their contract.

Etisalat was the first to launch ‘iPhone for life’ in the UAE in 2016, wherein customers buying a new iPhone on of 18 or 24 months could trade-in to a new Apple smartphone for free after completing 12 months into their contract.

Starting September 2019, a customer purchasing the new iPhone device via a Smart Pay plan can now join the ‘Upgrade Anytime’ programme for free at Etisalat call centres, business centres, online and mobile app.

Khaled Elkhouly, Chief Consumer Officer, Etisalat, said: “Etisalat’s new ‘Upgrade Anytime” programme will make it easier to upgrade to the new iPhones every 90 days.”

‘Upgrade Anytime’ subscribers with a new iPhone 2019 models will be eligible for a free upgrade to any iPhone model upon completion of 90 days of their Smart Pay contract.

This unique value proposition allows customers to change the screen size, the colour or storage size on their iPhone by simply bringing the device back and getting a new one. If the screen has scratches or is broken but is in working condition, a customer can replace it with a new device free of cost.

Customers will have the option to upgrade to any of the 12, 18 or 24-month flexible payment plans at any Etisalat upgrade locations.