Every year when the new products of Apple are released, many people would choose to wait in the line in front of Apple Store to get one, aiming to get the new device at the first time. However, according to the latest investigation, the main sales channel of iPhone is not buying directly from the official websites of Apple. Instead, in many areas of America, it still largely depends on the operators. Recently, CIRP send a questionnaire to the 2000 customers who have bought Apple products these days, finding that only 10% of the iPhones are bought from Official channel. There are only 5% of the iPhones bought from best-buy. Most of the users in America are bought via the channel of operators.
Although the operator channel increases the sale volume of Apple, it also means that part of the profits of Apple goes to the pocket of operators. So Apple officially carry the plan of changing the new with the old, and annual redemption plan to attract customers buying from the official channel.