With the launch of a new iPhone looming, consumers are looking to get rid of their aging iPhones. Many have previously turned to  Gazelle, which offers an online trade-in service for mobile devices.

This time around, however, Apple (AAPL) is getting in on the game. The iPhone-maker will reportedly unveil a trade-in program just in time for the new iPhone’s launch. In response, Gazelle is boosting the appeal of its own trade-in offer. The company said this week that iPhone sellers can get cash for their devices immediately, but won’t have to send them to Gazelle until October 19, Forbes notes.

Gazelle’s moves come even before the features of Apple’s trade-in plan are formally announced. Apple has partnered with Brightstar and is expected to offer store credits in exchange for older iPhones. But those credits are reportedly can only be applied when upgrading to a new iPhone. Gazelle, by contrast, pays cash.

Apple is launching its trade-in program as part of a bid by CEO Tim Cook to drive increased iPhone sales through its brick-and-mortar Apple Stores.

The new iPhone 5S, along with a cheaper iPhone 5C, is expected to be unveiled at a media event on September 10.

Apple shares slipped slightly in Tuesday morning trading.