So we all know the carriers have for the most part transitioned to making their customers buy their device upfront or having a monthly device payment plan. Most people will opt for the payment plan. How do retailers entice customers now? For example, in March 2014, my fiancee traded in her iPhone 4S at Best Buy and got a $50 iPhone 5s (with a 2 year contract). It seems that with these carrier device payment plans, retailers can't offer those enticing deals. When you trade in a phone at Best Buy for $150, a Best Buy gift card doesn't actually help you buy a new phone. You just have store credit. Same with Apple.com's store. What good is a $150 Apple Store gift card if I can't apply it towards a new iPhone?