Company Apple is reportedly considering reviving a plan that was originally put on hold – a hardware subscription. The idea, first mentioned in 2022, would have allowed customers to pay a monthly fee for access to the brand’s latest iPhone and possibly other devices. AppleNow, in a time of rising production costs, a strained supply chain, and the threat of new tariffs, this strategy is coming into play again.
You could be interested in
Subscription instead of ownership
As noted by Mark Gurman in the latest edition of his Power On newsletter, Apple is looking for ways to mitigate the impact of potential price increases that new import tariffs could cause. The subscription model is once again being considered – this time with more seriousness than before.
Unlike conventional installment sales, this model would bring a fundamental change: instead of owning the device, customers would pay for access. The subscription could include not only the device itself iPhone, but also services such as AppleCare+, andCloud+ or Apple Music – all in one monthly fee. After the subscription ends, users would have the option to return the device, exchange it for a new model, or renew the contract.
Apple already offers a software package of services under the name Apple OneThis plan combines subscriptions to multiple digital services, and a new hardware subscription model could be a logical extension of it. Users are now used to paying monthly for streaming platforms, cloude-commerce services or food delivery – so why couldn't this also apply to technological devices?
Gallery
Benefits for Apple and customers
Terms AppThis would be a strategically advantageous move. Recurring payments bring more stable income and at the same time allow a wider range of customers to access more expensive devices without the need for a large one-time investment. In addition, it would strengthen customer loyalty to the entire brand ecosystem - from devices to services to technical support.
A subscription model could also speed up device replacement – users would more often opt for new models without having to deal with selling old ones or making long-term payments.
Why now?
At a time when new tariffs threaten to further price increases and the price of an iPhone could exceed the previously unheard-of $999 mark, subscriptions offer a way to cushion the price shock for customers. As early as 2023, Apple has registered trademarks and infrastructure that could support such a model. Now it seems that economic pressure could be the impetus for its implementation.
According to Gurman, we could see this subscription this year – probably in connection with the launch of the iPhone 17. And if it doesn't just stop there, we can expect that other products such as the iPad, Mac or Apple Watch.
Subscription as the future?
Apple has previously tested various ways to change the way people access technology. If hardware as a service really takes off, it could be the most fundamental step in this direction. The question remains, however, how many monthly subscriptions are consumers willing to bear. Services, media, transportation, food ... and now a phone? For some, it may be too much.
