According to sources close to the company, Apple is preparing to revamp its upgrade program, extending it beyond the iPhone to include iPad, Mac, and Apple Watch. The initiative, still in development, could debut by the end of 2026, offering customers a more flexible way to stay on the latest devices. The news comes after weeks of speculation and confirms Apple's intention to compete more aggressively in the device subscription market.
A more flexible and inclusive upgrade program
The current iPhone Upgrade Program, launched in 2015, allows customers to get a new iPhone every year by paying a monthly fee. The new program, according to leaks, would expand this model to other products, enabling cross-upgrades: for example, switching from an iPad to a Mac with a simple request. Plans could also become more customizable, with durations ranging from 12 to 36 months and the option to include AppleCare+ at no extra cost.
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Implications for the market and consumers
This move by Apple could revolutionize how consumers purchase technology. Instead of buying individual devices, users could subscribe to a single plan for the entire Apple ecosystem. A similar approach to that already adopted by some carriers, but integrated directly by Apple, would simplify management and potentially increase brand loyalty. Analysts believe the program could generate significant recurring revenue and lower the purchase barrier for expensive devices like the MacBook Pro.
Connections with other Apple initiatives
Apple is already testing tools to improve the purchasing experience: recently, the Apple Store App integrated an AI shopping assistant to personalize recommendations, signaling the company's focus on a more digital customer journey. The new upgrade program would fit perfectly into this strategy, offering a simple and integrated payment option.
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To learn more about Apple Store innovations, read the article on Apple Store App Integrates AI Shopping Assistant for Personalized Recommendations.
The upgrade program is not a new concept: the iPhone Upgrade Program has already shown how subscriptions can increase customer retention. By extending it to other devices, Apple could create an even more cohesive subscription ecosystem.
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Timeline and expectations
No official dates have been set, but sources indicate a launch could coincide with the new iPhones in September or during a dedicated event in October. Analysts predict the program will initially be available only in select markets, such as the United States and the United Kingdom, before gradually expanding. It remains to be seen whether Apple can keep prices competitive and manage the logistics of returns and refurbished units.
In any case, this initiative marks an important step toward a more circular and accessible consumption model, aligning with industry trends. Consumers can expect more details in the coming weeks.
