In an attempt to boost handset sales in the United States, Apple is said to be planning an “enormous” iPhone upgrade event in U.S. Apple Retail Stores from May 8 onwards, according to a recent report.

The initiative will see Apple contact customers with older iPhone handsets who are eligible for an upgrade, with Cupertino inviting qualifying iOS device users to call into their local Apple Retail Store and upgrade to either an iPhone 5s or iPhone 5c, 9to5mac explains.

Citing “a source with knowledge of the initiative,” the publication notes:

This event will be held in multiple states across the United States, and Apple is said to be preparing for an influx of visitors to its stores on the levels of traffic driven to stores for new product debuts. Apple will brief Apple Retail management on the initiative tomorrow, according to the source. Additionally, Apple is said to be readying various other new marketing and sales initiatives to improve the sales of the iPhone in its retail stores.

Customers can also trade-in a qualifying iPhone handset to Apple in order to secure a discount off a new model. This initiative has been available in U.S. Apple Retail Stores since August, and it arrived in the United Kingdom and Canada in October 2013 and March 2014, respectively.

The news comes as senior vice president of Retail and Online Stores Angela Ahrendts embarks on her first week at Apple, and it arrives ahead of an iPhone refresh presumably scheduled for fall. Ahrendts joined Apple last week after spending some five years as chief executive officer of the London-based fashion label Burberry, and as 9to5mac notes, “she will likely be overseeing this new program with the assistance of other Apple retail executives.”

Apple’s iPhone 6, on the other hand, should be announced by the Cupertino, Calif. company later this year, and it’s expected to feature a larger, thinner redesign, a sapphire glass-coated display, and improved performance.

We’ll keep you updated with further information on the above initiative as we receive it.

In the meantime, see: Apple’s New SVP Angela Ahrendts Receives A $68 Million Signing Bonus, Apple Stock Gaining Momentum Ahead Of WWDC, Busy Fall Season, and You&Me Is A Fun And Fresh New Take On Messaging With Your Other Half.