The New Normal: Apple's Subscription Shift Apple's latest move marks a significant shift in how consumers buy and use the company's devices. However, this change is not as radical as some might think.
At its core, Apple Upgrade is a subscription service that allows users to lease an iPhone, iPad, Apple Watch, or Mac for a monthly fee.
This model has been gaining traction across various industries, with companies like Tesla and Peloton offering similar programs.