Summary of Key Points
Apple has launched an official device rental service in the United States called Apple Upgrade, which allows users to rent iPhones, Macs, iPads, and other devices on a monthly basis. During the rental period, users can upgrade to the latest models at any time, purchase the devices outright, or return them. This isn't a new concept (similar rental services are already available in China), but the significant change brought about by Apple's official involvement is the shift in the relationship between users and the devices from "owning" them to "using" them. For users, this lowers the entry barrier, although the long-term cost may be higher; for Apple, it means being able to retain users, generate stable cash flow, and integrate hardware into its subscription-based ecosystem, ultimately moving towards a trend where device usage will resemble subscriptions rather than ownership.
1. What is Apple's new service? – Renting devices for a monthly fee
In simple terms, you don't have to pay thousands of dollars upfront to own an Apple device; instead, you can use it by paying a monthly fee. For example, an iPhone can be paid for over 24 months, while a Mac or iPad can be paid for over 36 months. If you want the latest model during the rental period, you can upgrade; if you no longer need the device, you can return it; if you like it and decide to keep it, you can purchase it outright.
The biggest difference from third-party rental services in China (such as Yidianzū) is that this is offered directly by Apple. With third parties, there may be issues with device quality and after-sales support, but with the official service, the devices are brand new, and you can contact Apple for any repairs or issues, which enhances trust.
2. For users: Easy to get started, but potentially more expensive in the long run
Surface benefits: The entry barrier is indeed lower. For instance, buying an iPhone 15 for 8,000 yuan might be a significant financial burden at once, but paying 300 yuan per month would be much more manageable. This makes it easier for young people starting their careers or those who don't want to make a large upfront investment to use Apple products.
Hidden costs: Continuous monthly payments may end up costing more than buying the device outright. For example, if you buy an iPhone 15 for 8,000 yuan and use it for 3 years, the average annual cost is about 2,666 yuan; however, if you rent it for 300 yuan per month, the total cost over 3 years would be 10,800 yuan—35% more expensive! Moreover, the rented device doesn't belong to you, and you can't sell it.
More importantly, once you get used to paying monthly and upgrading regularly, you might find yourself upgrading to new models every 1-2 years (since you're already making payments), similar to how you gradually spend more on a video subscription service over time.
3. The change in the relationship between users and devices
In the past, buying an Apple device meant it was your property—you could use it for 3 years without replacing it, replace the battery when it needed to be replaced, or sell it used if you didn't want it anymore. You had complete control over the device.
Now, renting a device is more like using a resource you've borrowed—you only have the right to use it, not ownership. For example, you can't disassemble or modify the device, and you must return it in good condition when you're done with the rental period. This change in relationship makes it easier to accept the idea of upgrading regularly, as you're always making payments and gradually forget about the concept of using a device for a long time.
4. Apple's strategy: Retaining users and generating stable cash flow
Why is Apple doing this? The main goals are two-fold: "retaining customers" and "generating stable cash flow."
Stable cash flow: Selling devices once is a one-time transaction, whereas renting generates monthly income, which is more stable and predictable for a public company. Stable cash flow is more valuable than occasional large profits.
Binding users to the ecosystem: Over the years, Apple has been offering subscription services (such as Apple Music, iCloud, and Apple TV+). By adding hardware rentals to this ecosystem, it effectively binds users to its entire service suite. If you rent an Apple device, use its software, and subscribe to its services, switching to another brand becomes more difficult due to the high cost of adapting to all the new features.
5. Does this really make Apple's products more affordable for more people? – It just makes the high price less noticeable
The answer is that while it's easier to get started, it doesn't actually make Apple products cheaper. This service simply spreads the initial large payment over multiple months, making the high cost feel less significant (similar to paying for something in installments with a credit card). It's more of a strategy to encourage user retention: it makes it easy for users to start using Apple products, but once they do, it's hard for them to switch because they're accustomed to paying monthly and upgrading regularly.
In conclusion
Apple's rental service doesn't reduce the actual cost of its devices; it just distributes the initial investment over time, making the high price less noticeable. It's more about creating a user experience that makes users feel comfortable with their spending habits. In the future, we might not be "owning" devices but rather "renting" them.