This is what worries me about Apple’s incoming revamped rent-an-iPhone deal – and what it could get right
Allowing customers to buy more Apple gear via interest-free monthly payments could work well for the company and its fans alike, but only if Apple sweats the details
Buying an iPhone is expensive. You might have noticed that if you’ve ever bought one. But doing so is soon likely to get even spendier. I wrote a few months ago that AI was eating the tech world and your favourite gadgets are next. Turns out I was right and the impact quickly moved beyond budget retro handheld makers and hit even the biggest tech companies – including Apple. And while Apple hasn’t yet hiked iPhone prices, if you think that won’t happen with the incoming iPhone Pro, Pro Max and Ultra/Fold/Flippy McDippy models, I’ve got a bridge to sell you.
Actually, I don’t. Which is a pity, because then I would surely have enough cash swirling around to not worry about affording a swanky new iPhone. Sigh. But wait! Surely there is a solution in the shape of – cue fanfare – the super soaraway iPhone Upgrade Program(me)?
Instead of hurling a terrifying sum of money at Apple in one go, this scheme lets Apple dip into your piggy bank on a monthly basis, which is far more agreeable. AppleCare is part of the equation, which, let’s face it, most people will never make a claim on. So that means MOAR PROFITS for Apple. But you’ll be glad to have AppleCare should your iPhone have an unexpected trip to a very hard floor.
I’ve lost count at this point, but I think that’s a win-win-win-win-win scenario? And that’s lots of win. So it’s only natural to be a little bit concerned that Apple is in the process of taking the iPhone Upgrade Program(me) and whacking it with a sledgehammer.
Hidden costs
At the time of writing, the iPhone Upgrade Program (US) remains “the easiest way to upgrade to a new iPhone”. But the iPhone Upgrade Programme (with an extra ‘me’ – UK) is “coming to an end”. Apple says, “we think you’ll love what’s next”. And… I might? It introduces changes I’ve long wanted but also raises concerns. Plus rumours suggest this model may not launch worldwide.
The main win in the new UK deal is being able to buy Macs, iPads and other Apple gear at 0%. There’s no upgrade option for those but you can at least now spread the cost. One downside is added complexity – interest kicks in on terms longer than a year. Another is there’s no mandatory AppleCare. My fear is people will therefore end up with broken devices they’re still paying for but can’t afford to repair.
In the US, rumours suggest the replacement will work more like a car lease. Lower monthly payments could cover depreciation rather than the full cost of a product, with a hefty final payment if you want to keep it. That risks trapping people in an endless cycle of leasing. Related, a report from 9to5Mac claims iOS 27 contains code to limit your iPhone to a few essential apps if you fall behind on payments.
That makes for grim reading. My first instinct was that it doesn’t feel very Apple. But this Apple also peppers products with skeevy ads. It increasingly seems convinced that whatever the company does is good because it’s Apple. So I hope the iPhone Upgrade Program(me) really will be an upgrade that benefits consumers worldwide rather than just Apple’s bottom line.
Craig Grannell
Contributor 
