According to BloombergApple is about to introduce a “rental” formula for the iPhone.
A page could soon turn in the history of Apple. The American giant would prepare, according to the very serious Bloomberg, a subscription offer which would allow its customers to be always equipped with the latest Apple products for a recurring payment. The customer would no longer be the “owner” of the smartphone he uses, but a simple tenant. Main advantage for him: he should no longer systematically replace his old iPhone model. A brand new device would be delivered to it as soon as it was launched. However, the subscription offer would have disadvantages. In the event of damage, the user may be required to reimburse Apple. He will also no longer be able to sell his device when he no longer uses it, since he will have to send it back to be replaced by the new model.
According to Bloomberg, the subscription offer could be launched as early as this year. Apple would seek above all to retain its customers with this recurring payment formula.
The Californian company has already fully embraced subscription formulas with its Apple Music, Apple TV+ and Apple Card offers. The company has launched several new offers in recent months, including a sports training service and an Apple One formula including subscriptions to several services.
In terms of stock and production management, the introduction of a subscription formula would offer very clear advantages to Apple over its competitors. By knowing in part the demand of its customers, Apple would be better able to direct production, in particular to avoid surpluses.