Apple is preparing a historic change in the iPhone: it no longer wants you to buy it, but rather to rent it

As reported Bloombergthe new service will be financially backed by Klarna and will debut on July 28initially in USA.

The program will cover most models of iPhone, iPad, Mac y Apple Watchand will work with a logic similar to that of a car leasing contract: the user will be able to return the equipment at the end of the term, keep it or exchange it for a newer model before the contract ends.

The initiative represents a profound change for Apple. Until now, even the financing plans offered by the company ended with the user becoming the owner of the device. With Apple Upgrade, however, the focus shifts from the concept of purchase to continuous use of the hardware.

According to information published by Bloombergthe contracts will have a duration of 24 months for iPhone and Apple Watchwhile iPads and Macs can be financed through 36-month plans. To access it will be necessary to pass a credit check simplified (“soft credit check“), a process that does not affect the applicant’s financial history.

During the term of the contract, users will have different alternatives. They will be able cancel early the outstanding balance, change device before the end of the term or keep it at the end of the lease. In certain cases, these operations will have a additional cost.

There will also be the possibility of return the equipmentin a similar way to what happens with an automobile leasing contract.

Not all products will be part of the program. According to the report, the Apple Watch SE, the entry-level iPad, the iPhone 16 and the MacBook Neo. It will also not be available for purchases intended for companies or educational institutions. Additionally, unlike the current iPhone Upgrade Program, AppleCare will not be included.

Bloomberg He also noted that Apple plans to stop accepting new customers in its current financing programs to make way for Apple Upgrade.

Beyond the commercial conditions, the launch reflects a strategy that Apple has been developing for years: increasing the weight of recurring revenues through subscription services.

The company already offers proposals such as Apple Music, iCloud y Apple TV+and now I would transfer that logic to the hardware. Instead of encouraging a one-time purchase every few years, I would seek to maintain a permanent relationship with the client through a monthly payment.

For consumers, the main attraction would be reduce initial outlay necessary to access a high-end device. Instead of paying the full price of an iPhone or Mac, they could spread the cost over monthly installments and keep open the possibility of upgrading the device before the contract ends.

That scheme could also accelerate renewal cycles. Changing devices more frequently would stop depending on selling the previous equipment or waiting several years to justify a new purchase.

The launch comes just weeks after Apple will increase prices of a large part of its catalogue, with the exception of iPhones. According to Bloombergthe new program seeks to offer monthly payments lower than current financing plans and sustain demand despite the increase in the values ​​of its products.

The decision also prevents Apple from having to directly assume the financial risk of the program. The company had considered developing its own subscription system for hardware, but finally chose to partner with Klarnawhich will act as financial support of the service.

If the model achieves good acceptance, it could mark a paradigm shift for the entire technology industry. Manufacturers like Samsung They have already experimented with equipment renewal programs, although none of them managed to install a leasing system as a market standard.

In a context in which millions of users already pay monthly for streaming platforms, cloud storage or softwareApple is now betting on extending that logic to one of its most emblematic products: the iPhone.

If the initiative succeeds, the traditional purchase of a premium smartphone could begin to give way to a model based on permanent access to the latest device.