It's that time of year once again when the second hand iPhone market explodes in anticipation of the new handset setting the world alight.
This year, Apple is attempting to ease that passage for iPhone fans desperate to get their hands on the latest model, by allowing owners of previous-gen devices to earn Apple Store gift cards by dropping off their old handset.
According to a TechCrunch report, the program is being rolled out to some Apple Store locations around the US, ahead of a full September launch.
Apple will then refurbish the phones and resell them in emerging markets, according to the report. Pretty smart ploy, eh?
The seller, on the other hand, has a decent chunk of change to put towards an iPhone 5S on contract, or whatever they desire.
It is also thought that the program has been established to boost the amount of people buying their iPhones in the Apple retail stores. Analysts claim that only 20 per cent of iPhone sales take place in the stores, with most customers grabbing them online or courtesy of their mobile provider.
This should get more folks into those glitzy showrooms across the pond, but there's no news yet on whether Apple has any plans to bring the scheme to UK iPhone fanciers.
We may have to put up with Amazon and eBay for now, although that errand likely to be more fruitful in many cases.
Next, read our iPhone 5 vs iPhone 5S comparison.