Etisalat today announced the launch of the region's first exclusive Upgrade Anytime upgrade program, which allows customers the freedom and flexibility to exchange their latest iPhone for free with other phones of the same version, with the freedom to choose the screen size, color, capacity or system. Installment without any restrictions - upon completion of 90 days of contract.

Etisalat was the first company to launch the iPhone Lifetime program in the UAE in 2016. Customers who get a new iPhone with an 18 or 24 month installment plan can upgrade to a new smartphone from Apple is free after completing 12 months of their contract.

As of this month, Etisalat customers will be able to subscribe to the Upgrade Anytime upgrade program through the Customer Care Center 101, Business Centers and Mobile App.

"We are delighted to offer our customers the exclusive program - the first of its kind in the Middle East and North Africa - to enjoy a free upgrade to the new generation of Apple phones for free," said Khalid Al Kholi, Chief Retail Officer, Etisalat. The unique feature will provide subscribers with the opportunity to exchange their phones for free after 90 days without any restrictions.

Upgrade Anytime customers will have the opportunity to qualify for a free upgrade to the latest iPhone after 90 days.

This new software allows customers to change the screen size, color, or storage size on their iPhone, by replacing the device with a new one. In addition to the possibility of replacing the customer for his device without any additional fees if the screen has scratches or broken but in working condition. Customers will have the option to upgrade to any 12, 18 or 24-month Flexible Payment Plans at any Etisalat upgrade site.