Un nuovo iPhone ogni anno, sbloccato e coperto dalla garanzia AppleCare+ grazie a un abbonamento mensile.
L'iPhone pensato come un servizio e non più come un bene passa sotto il nome di iPhone Upgrade Program.
The company's iPhone Upgrade Program appeals to people because iPhones, despite their ubiquity, remain status symbols and cultural signifiers. They're fashion, basically, and their value lies in part in their novelty. But in putting a precise monthly price on the annual upgrade, Apple has standardized the privilege of Always Having the Newest Thing. It's turned the phone into a utility, and like other utilities it's interested in just pulling money from your bank account every month.