Apple is apparently facing a fundamental shift in its sales strategy. This is according to usually well-informed sources. Bloomberg News berichtet The US corporation plans to introduce "Apple Upgrade"—a comprehensive hardware leasing program. The Swedish payment service provider Klarna will act as the financial partner. The aim of the measure is to boost sales figures after recent price increases.
New subscription model for hardware leasing
The "Apple Upgrade" leasing program is scheduled to launch on July 28 – initially exclusively in the US, both in Apple Stores and online. The principle is similar to a traditional car lease: customers pay a monthly fee and receive the desired device in return.
The model offers various options after the contract term expires:
Return the device at the end of the contract period.
Early upgrade to a newer model.
Early termination or takeover of the device at the end of the contract.
Depending on the chosen transaction, additional fees may apply. Participation requires a credit check ("soft credit check").
Staggered durations and exceptions in the line-up
Apple uses different contract durations depending on the product category:
24-month term: iPhones and Apple Watches.
36-month term: Macs and iPads.
However, the offer does not cover the entire portfolio. Excluded are, among others, entry-level devices such as the base-range iPad, the Apple Watch SE, the iPhone 16, and the MacBook Neo. Furthermore, the program is exclusively for private customers; B2B and educational purchases are not included. Unlike the previous "iPhone Upgrade Program," the protection plan... AppleCare no longer included in the monthly installments of "Apple Upgrade".
Discontinuation of existing financing options
To make room for the new system, Apple is discontinuing existing financing.proProducts like the existing iPhone Upgrade Program and standard financing for new sign-ups are included. Apple expects the lower monthly payments to boost sales – especially given the massive price increases for Macs and iPads due to rising storage costs, as well as anticipated price hikes for the upcoming iPhone generation in September.
The strategic shift is interesting: Apple had originally worked on its own internal hardware subscription service, but abandoned the project in 2024. Through the partnership with Klarna, Apple is outsourcing the financial risk. proHowever, it still depends on the sales effects of a subscription model.
