AIS launched iPhone 18 Pro/Max with a trade-in strategy called "Turn Easy, Pay 0 Baht" to address high device prices, offering up to 5,300 baht additional discount on old handsets. The campaign bundles trade-in value with package discounts and service benefits under a three-pillar VIP strategy (Value, Infrastructure, Personalization). AIS also deployed 5G-ADVANCED technology with multi-band aggregation and VoNR (Southeast Asia's first carrier) and added 400+ AIS Pro staff trained with AI assistance to streamline in-store device migration and customer consultation, reducing comparison time from 10–15 minutes to instant.