Technology giant Apple is radically changing its device sales strategy. Starting July 28 in the US, a new program called Apple Upgrade will launch, shifting gadget purchases from one-time expenses to a subscription or leasing format. The project will be implemented in partnership with fintech company Klarna.

According to RBK-Ukraine, citing an analytical report by Mark Gurman for Bloomberg, the new model aims to ease the financial burden on users amidst rising electronics prices.

How does the new scheme work?

The principle of Apple Upgrade is largely similar to car leasing. The buyer receives the device and pays for its use through monthly installments. This model offers users flexibility and several development scenarios:

  • The option to buy out the device after the program term ends.
  • Returning the gadget to receive a new one.
  • Renewing the subscription for the current device.

To participate in the program, users will need to pass a simplified creditworthiness check. It is worth noting that some transactions may involve an additional fee.

Economic context and strategy

The service launch occurs against the backdrop of a complex economic situation in the industry. A global shortage of memory chips has led to price increases for Mac and iPad lines, and new iPhone models are expected to become more expensive in the fall. The company positions leasing as a way to lower buyers' monthly expenses compared to traditional credit programs.

In connection with the introduction of Apple Upgrade, the company will stop accepting new applications for existing programs — the iPhone Upgrade Program and standard financing.

Limitations and exclusions

Despite its flexibility, the new program has several significant limitations. Analyst Mark Gurman notes that the package does not include the extended AppleCare warranty. Furthermore, the leasing scheme does not apply to:

  • Base and budget models of devices.
  • Apple Watch SE.
  • Base versions of iPad.
  • iPhone 16.
  • MacBook Neo.

The program also does not provide for the purchase of devices for businesses and educational institutions.

Partnership instead of risks

The decision to work with Klarna is not accidental. Previously, Apple was developing its own internal hardware subscription system, but the project was canceled back in 2024. Now, taking past experience into account, the company is implementing the leasing model through a partner, which allows it to avoid taking on direct financial risks.