Oliver Haslam·

Gurman: Apple Is Likely Planning A Hardware Subscription For iPhones And More

Apple is working on a new subscription service that would allow people to get a new iPhone, iPad, and more as if they were paying for a service. That’s according to Bloomberg‘s Mark Gurman citing sources.

While Apple already offers the iPhone Upgrade Program in some countries and financing via the Apple Card in the United States, Gurman’s report suggests that the new subscription would be available across multiple products and could tie into existing subscription offerings including Apple One and AppleCare+.

Notably, the latter already comes included with the iPhone Upgrade Program.

While still being worked on and it could be killed off or changed, Gurman believes that the new service could arrive within a year — potentially allowing Apple to get the service to market before the arrival of this year’s iPhone 14 product. Apple is already making big plays in the world of services via Apple Arcade, Apple Music, Apple TV+, and others. But this move to a subscription-based hardware model would be its biggest yet.

The service would be Apple’s biggest push yet into automatically recurring sales, allowing users to subscribe to hardware for the first time — rather than just digital services. But the project is still in development, said the people, who asked not to identified because the initiative hasn’t been announced, Bloomberg News reports.

Reports of Apple wanting to sell hardware via subscription have circled before but this seems to be the most concrete information we’ve seen yet. Time will tell whether Apple follows through on these plans.

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