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The annual “iPhone Day” has come and gone.

Apple on Friday launched the latest generation of its most popular devices: the iPhone 16 family, the Watch Series 10 and AirPods. The new models hit store shelves on September 20, and as it always seems, the tech giant brought a lot of hype to the launch.

At its Fifth Avenue flagship store in New York, Apple’s top executives, including CEO Tim Cook, greeted excited customers, many of whom had waited hours to be the first to own these new devices.

One executive, Deirdre O’Brien, Apple’s senior vice president of retail, was particularly excited on Friday.

“We live for today, we really do. And you can just feel the energy, and it’s hard to sleep the night before,” she told TPG in an exclusive interview on the day of the launch. (She told TPG she slept about four hours Thursday night.)

Pre-orders for the new devices began on Friday, September 13, just days after the company’s special keynote event, during which the tech giant unveiled its latest products, including a brand new model of AirPods.

From upgrades to the camera, battery and durability to noise cancellation in the entry-level AirPods, the latest devices will appeal to many consumers, especially those who are always on the go.

And if you’re thinking about using some new tech, O’Brien shares some tips for maximizing spending. Here’s what you need to know.

Shopping

When it comes time to buy a new Apple device, O’Brien says no store is better equipped than Apple-owned retail stores.

Apple employees know all the ins and outs of new products, and it’s the “connection” and “ability to educate our customers” that makes the shopping experience better, she said. O’Brien highlighted that the stores provide an end-to-end experience that she believes is superior to that offered by third-party resellers.

Apple Store employees (or experts, as they’re called) will answer questions, set up your device (including activating your cell service) and even provide helpful tips and tricks in what the company brands “Today at Apple” sessions.

As iPhone demand typically outstrips supply when a new product comes out, O’Brien suggests that customers can tip the odds in their favor by monitoring availability for their preferred devices online and then in-store to reserve the device they want. Can put pickup.

Of course, many other stores sell Apple tech; For example, you can choose an iPhone from the carrier of your choice (AT&T, Verizon Or T-Mobile) or through third-party vendors eg Buy the best And Walmart.

Sometimes, buying an iPhone through a third party can be a better deal than going through Apple directly, especially during limited-time promotions, so you’ll want to compare your options before pulling the trigger.

Trade-in options

New iPhones certainly aren’t cheap, and O’Brien’s top tip for making the purchase more affordable is to trade in your current device.

“Number one, you’ve got that value,” O’Brien said Apple trade-in program, which recycles used phones. “Number two, it’s great for the environment, and the environment is a core value for us at Apple.”

If you have any spare devices lying around, Apple will offer you a credit (or gift card) toward the purchase of a new phone. Credits range from $40 to $650 for the iPhone 7 Plus (2016) if you hand in last year’s iPhone 15 Pro Max.

You’ll need to make your purchase directly through Apple to take advantage of this particular trade-in offer, though some third-party sellers have similar promotions available.

Of course, you always want to read the terms and conditions of any trade-in offers.

Shopping Portal Bonus

While O’Brien shared some tips, there are other things to consider when buying new appliances to maximize your value.

For one, check out Shopping Portal Bonus. If you start your shopping journey on one of these portals, you’ll still be redirected to buy the device directly from Apple, but you’ll earn more points or miles. Some devices are barred from portal bonuses right after launch, though this is definitely something to look out for if you decide to make your purchase at a later date.

I would recommend using a shopping portal aggregator like Cashback Monitor to easily identify the biggest returns.

Which card to use

The next big question is which credit card to use for your purchases.

In O’Brien’s mind, it is Apple Card.

“You can always use Apple Card, and the card comes with a lot of great features,” she said.

The Apple Card isn’t the worst option as you can take advantage of an interest-free monthly installment plan and get 3% back if you shop directly through Apple. Information for the Apple Card is independently collected by The Points Guy. The card details on this page have not been reviewed or provided by the card issuer.

But it’s not necessarily your best choice for increased rewards and extended warranty coverage.

Historically, I’ve done it with my Apple purchases Platinum Card® from American Express. Although you’ll only earn 1 American Express Membership Rewards point (worth 2 cents as of TPG’s September 2024 valuation) per dollar spent, the card’s built-in purchase protection is a great insurance policy if I break or lose my iPhone.

Plus, Amex offers ongoing cellphone protection with the Platinum Card, making this card my top pick for iPhone purchases.

Ultimately, given the high cost of Apple’s latest devices, I’d focus on cards that offer the highest returns rather than purchase protection and extended warranty benefits. Other top purchase-protection picks include:

card	Maximum Coverage Amount (Per Item or Claim)	Maximum Coverage Amount (Per Card or Account)	Coverage Period (Days)	Earnings rate on Apple purchases	Annual fee
American Express® Gold Card*	$10,000 per item ($500 per occurrence for natural disasters)	$50,000 per card, per calendar year	90	1 Membership Rewards point per dollar	$325 (see rates and fees)
Capital One Venture X Rewards Credit Card	$10,000 per claim	$50,000 per account	90	2 capital per dollar a mile	$395
Ink Business Cash® Credit Card	$10,000 per claim	$50,000 per account	120	1% cash back	$0
Blue Cash Everyday Card from American Express*	$1,000 per item (or $500 per occurrence for natural disasters)	$50,000 per card, per year	90	3% cash back on US online retail purchases, up to $6,000 in purchases per year (1% thereafter)	$0 annual fee (see rates and fees).
Chase Freedom Flex®	$500 per claim	$50,000 per account	120	1% cash back	$0

* Eligibility and benefit levels vary by card. Terms, conditions and limitations apply. Visit americanexpress.com/benefitsguide for details. Policies are underwritten by AMEX Assurance Company.

Protect your investment

Apple and other third-party retailers sell AppleCare+ and other proprietary warranties. This may be worth considering, especially for accidental damage to non-iPhone devices, but savvy spenders who have the right credit card can be covered for damage to their iPhones.

These days, some of our top recommended credit cards also offer ongoing cellphone protection, as long as you pay your carrier bill. With a character card that offers damage and loss protection. An annual fee may cover if you damage your device.

Personally, I recommend using either Amex PlatinumChase Freedom Flex or Capital One Venture X, all of which offer both purchase protection and cellphone protection benefits.

card	Coverage/deductible	Significant exclusions	Earning rates on cellphone bills	Annual fee
Ink Business Preferred® Credit Card	Up to $1,000 per claim, with a maximum of three claims per 12-month period (with a $100 deductible per claim)	cosmetic damage that does not affect the functionality of the phone; Lost phone	3 Chase Ultimate Rewards points per dollar*	$95
American Express Platinum Card**	Up to $800 per claim, with a maximum of two claims per 12-month period (with a $50 deductible)	cosmetic damage that does not affect the functionality of the phone; Lost phone	1 Amex Membership Rewards point per dollar	$695 (see rates and fees)
Chase Freedom Flex	Up to $800 per claim, with a maximum of two claims of $1,000 per 12-month period (with a $50 deductible)	cosmetic damage that does not affect the functionality of the phone; Lost phone	1 Chase Ultimate Rewards point per dollar	$0
Capital One Venture X Rewards Credit Card	Up to $800 per claim, with a maximum of two claims of $1,600 per 12-month period (with a $50 deductible)	cosmetic damage that does not affect the functionality of the phone; Lost phone	2 capital per dollar a mile	$395

*Earn 3 Ultimate Rewards points per dollar spentn The first $150,000 in combined purchases in each account anniversary year in the categories of travel, shipping purchases, internet, cable and phone services, and advertising purchases with social media sites and search engines.

**Eligibility and benefit levels vary by card. Terms, conditions and limitations apply. Visit americanexpress.com/benefitsguide for details. Policies are underwritten by AIG Company New Hampshire Insurance Company.

To meet the minimum cost

Finally, another consideration is timing your splurge with opening a new card. That way, you’ll be that much closer to meeting the minimum spending requirement to get a substantial sign-up bonus. It’s one of our top picks at the moment Chase Sapphire Preferred® Card, which offers 60,000 bonus points after you spend $4,000 on purchases in the first three months of account opening.

You can find the full list of top offers here. Just note that not all of these cards include purchase protection and extended warranty benefits, so if you’re thinking of prioritizing coverage over points, see the chart above.

Related Reading:

For rates and fees for the Amex Platinum Card, click here

For rates and fees for the Amex Gold Card, click here

For rates and fees for Blue Cash per day, click here