Apple yesterday released a new video advertisement via its YouTube channel. If my memory serves me correctly, this is the first ad that promotes Apple’s handset trade-in program.

Check it out right below.

The voiceover is depressing, it sets the wrong tone.

Other than that, it’s a great little ad that hits all the right notes. In the video description, Apple has smartly framed iPhone trade-ins as an “easy way to do your part for the planet”. That’s true, but it’s also true that you can get far better trade-in deals elsewhere.

To me, the real news here is the fact that Apple has bothered putting out an ad to promote the trade-in program in the first place. Bloomberg’s Mark Gurman touched on trade-ins in yesterday’s write-up about Apple Stores losing their shine, writing that executives on Apple’s April 30 earnings call acknowledged they had to resort to “long-shunned retail tactics, such as discounts, cheap financing and generous trade-ins” in order to boost iPhone demand.

“That’s not a viable long-term strategy,” Gurman wrote, and I agree with his take. Apple is a premium aspirational brand, not a cheap brand, and the worst thing a premium brand could do is resort to cheap marketing tactics like BoGo promotions because that devalues the brand whilst making it very hard to charge premium prices in the future.