Apple is partnering with Klarna to make it easier for more customers to use Apple's latest technology. Instead of buying your new iPhone outright, or paying monthly in installments, Apple will lease you a new iPhone for less money per month.
After the 12-month (or 24 or 36) lease period is up, return the old phone and get the new one, with possibly the same lease amount. If you want to keep the same phone, you can continue to pay the monthly rent, but if the new phone is the same price, why wouldn't you want the new shiny?
Introducing Apple Upgrade, a new way to always have the Apple products you love. Lease a new iPhone, iPad, Mac, or Apple Watch with low monthly payments.
www.apple.com
I am not the target audience for this, but I wonder how many people will do this instead of buying? Also, I'm sure the Carriers who subsidize their services with iPhones may not like it if users don't lock themselves in to their contracts.
I'll be curious to see how popular this is (plus, will Apple be open about their numbers) and will this open up a whole new round of more expensive phones since the lease is available to bring users in at a lower price point.
Also, I should point out that this isn't just for iPhones, but Macs, Apple Watches, and iPads, too. We have Software as a Service, so why not Hardware as a Service, too?