Perhaps in response to criticisms that it imposes an overly tight control of replacement parts for the iPhone 5, Apple is now offering an in-store screen replacement for its current flagship handset for $149.
The repairs are said to be available for displays that have multi-touch issues and cracked screens. Apple iPhone 5 owners who need such service can go to the brand's retail locations.
The price cut will benefit consumers since previously, Apple swapped a damaged unit with a refurbished iPhone and it would cost owners without an AppleCare+, $229. With the new policy, the pricing is a fair deal even for non-AppleCare+ plan holders. The new service price is consistent with purchasing the protection policy at $99 and paying $49 for the replacement.
MacRumors was tipped off, Monday, about Apple's new repair service and that it is now being implemented by its tech staff at retail locations. The report also noted that Quick iFix has responded quickly to the move of the iPhone maker and has lowered the cost of its iPhone 5 front glass repair service to $139.99 from $174.99 to remain competitive.
Apple's move may be part of its AppleCare policy overhaul that created some buzz in May. Apple Insider reported on the matter and said that Tara Bunch, vice president at Apple, conducted a town hall meeting and revealed the shift in the after-sales policies of the company.
There are also speculations that a new pricing scheme for AppleCare will be announced. The service will be reconfigured to cover all Apple devices owned by the consumer instead of charging on a per device basis. The free phone support will be extended to the first 12 months instead of just 90 days. The company also plans to beef up its online customer support with monitored forums and live chat.
The in-house repair policies will be first rolled out in the United States and then later on be made available for international consumers. Bunch also disclosed during the town hall meeting that the changes will save Apple almost $1 billion every year.
In addition to the screen replacement, Apple will also do in-store repairs of logic boards, cameras, and sleep/wake button starting July.
