Apple is planning to make major changes to its marketing tactics for the iPhone.

9to5Mac reports that this was announced by Apple executives Tim Cook, Eddy Cue, and Craig Federighi who spoke to retail employees during a summit at San Francisco’s Fort Mason on June 27.

9to5Mac reports:

the Apple CEO noted his dissatisfaction that approximately 80% of all iPhones are not purchased from an Apple Store.

The iPhone is Apple’s central “gateway product” to other devices like iPads and Macs, so it is critical that the Apple smartphone is sold via an Apple Store so new customers are immediately exposed to iPads, Macs and other devices on the showroom floor. Even though 80% of iPhones are not sold at Apple Stores, 50% of all serviced iPhones are troubleshooted, repaired, or replaced at Apple Store Genius Bars.

Cook reportedly hinted that he would like those numbers to be more in line.

The report notes that Apple is planning to improve those numbers by offering various incentives for both customers buying the iPhones and Apple Stores selling them.

The back to school promotion, which was launched yesterday is one of the incentives. The report also notes that Apple plans to launch an in-store trade-in-program. Apple retail stores may also be allowed to match the discounted prices on the iPhone offerred by carriers and retailers such as RadioShack.

9to5Mac also claims that one of their sources told them to expect “an army of new products this fall”, which could include the iPhone 5S, the iPad 5, iPad mini 2, the rumored low-cost iPhone and refreshed version of MacBook Pros. It remains to be seen if Apple will also launch the smartwatch this year.

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