Apple Inc. (NASDAQ:AAPL) is planning to host an “enormous” iPhone-related event this week in its stores to hike sales, says a report from 9to5Mac, citing sources familiar with the development. The event in the stores is expected to begin May 8, and all users who are upgrade-eligible will be contacted through an email to visit Apple stores and update their old phones to the new iPhone 5S or 5c.

Apple iPhone 6

Event across the Apple U.S. stores

The program is a fine extension to Apple Inc. (NASDAQ:AAPL)’s iPhone hardware trade-in program, in which the company allowed customers to exchange their older iPhone with newer models at a discounted price. Over the past few weeks, the momentum of the trade-in program has increased, per the report.

The iPhone maker will carry out the event in multiple stores in the United States, and the company is hoping that foot traffic will be similar to the times when a new Apple Inc. (NASDAQ:AAPL) product is launched in the store. Sources told 9to5Mac that Apple retail management will be called in for a briefing tomorrow. Also the Cupertino, Calif.-based company is reportedly planning more than one marketing and sales initiative to boost iPhone sales in its retail stores.

Angela Ahrendts, Apple Inc. (NASDAQ:AAPL)’s new senior vice president of retail and online stores, will complete her first week in the office this week and will probably head this new store event along with other Apple retail executives.

Continuing sales-enhancing strategy

In the previous year, Apple Inc. (NASDAQ:AAPL) CEO Tim Cook revealed some of his plans to drive sales of the iPhone. The company has implemented various strategies, applications and iBeacon technology in addition to the trade-in program. The store event fits well into the company’s strategy and will be an important event related to iPhone sales in retail stores in addition to the annual new iPhone launches.

Apple Inc. (NASDAQ:AAPL) posted record iPhone sales numbers in the second quarter of 2014, reiterating the fact that the iPhone is still a significant growth driving product for the company. The new programs by Apple Inc. (NASDAQ:AAPL) may be a strategy to boost sales of present models one last time as the company prepares to launch at least one large-screen iPhone later this year.