Observed Signal · Aug 1, 2026 · Product Launch · Source: techcrunch · Impact: 3/5 · Sentiment: Neutral
Smartphone makers push leasing and subscription ownership
As premium smartphones become more expensive and replacement cycles lengthen, manufacturers including Apple and Samsung are expanding leasing, subscription and guaranteed buyback programs to make upgrades more attractive and to secure a steady stream of trade-in devices for refurbishment. Apple launched an Upgrade leasing program in the U.S. with Klarna, while Samsung runs Galaxy Forever in India. Analysts and market firms (Counterpoint Research, IDC) report longer replacement cycles and higher average device lifetimes, which is driving experimentation with alternative ownership and financing models. Startups such as BytePe, Raylo, Grover and Cashify are also building subscription and refurbishment businesses around this trend. Industry voices note these programs support secondary markets and customer retention, but whether leasing is financially better depends on individual upgrade frequency and device resale values.
Major device makers (Apple, Samsung) expanding leasing/subscription and partnering with BNPL providers affects consumer upgrade behavior, secondary device markets and financing channels — relevant to commerce and payment ecosystems though not industry-shifting for core AdTech.
Track Apple Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Apple launched an Apple Upgrade leasing program in the U.S. in partnership with Klarna, allowing consumers to lease iPhones, Macs, iPads, or Apple Watches with options to upgrade, return, or purchase.
- Samsung offers the Galaxy Forever program in India, combining financing with a guaranteed buyback for flagship Galaxy smartphones.
- Counterpoint Research expects the average global smartphone replacement cycle to stretch to four years in 2026, up from 3.5 years in 2025.
- IDC reports U.S. premium smartphone owners now keep devices for an average of 42 months and estimates Apple and Samsung hold a combined U.S. market share of more than 80%.
- BytePe says more than 80% of its customers in India opt for subscriptions over outright purchases or traditional EMI plans.
Connected Companies & Entities
6 Entities mapped“Apple launched Apple Upgrade in the U.S. in partnership with Klarna, allowing consumers to lease an iPhone, Mac, iPad, or Apple Watch for a ...”
“Apple launched Apple Upgrade in the U.S. in partnership with Klarna, allowing consumers to lease an iPhone, Mac, iPad, or Apple Watch for a ...”
“Analyst firm Counterpoint Research expects the average global replacement cycle to stretch to four years in 2026, up from 3.5 years in 2025....”
“Samsung, meanwhile, has been offering its Galaxy Forever program in India, combining financing with a guaranteed buyback to let consumers up...”
“The trend is evident in the United States, where premium smartphone owners now keep their devices for an average of 42 months, up from 38 to...”
““Leasing definitely isn’t for everyone, but it can make sense, especially for someone who upgrades often,” Matt Schulz, chief consumer finan...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Apple and Klarna launch lease-to-own Apple Upgrade
Apple launched Apple Upgrade on July 28, 2026, a U.S. lease-to-own program in partnership with BNPL provider Klarna for iPhone, iPad, Mac and Apple Watch. Available online, in the Apple Store app and at retail locations after a soft credit check, pricing starts around $17.99/month for some iPhones, $11.99/month for Apple Watch, $24.99/month for Mac and $11.99/month for iPad; an example iPhone 17 Pro is listed at $31.99/month (24 months) or $45.99/month (12 months). Terms vary by device — typically up to 24 months for iPhones and Watches and up to 36 months for iPads and Macs. At lease end customers can return, pay to keep, or trade up (mid-term trade-ins may incur fees). Leases are managed in the Klarna app, Apple Card payments earn 3% Daily Cash, and Apple is retiring prior in-house financing programs.
Resale Market for Used Smartphones Growing
An analysis by B2B resale portal B-Stock indicates that the resale value of used smartphones has increased in recent months, making it worthwhile for consumers to sell old devices. The market has seen a rise in prices for devices in various conditions, with C-grade devices now outselling D-grade ones. Specific examples include the iPhone 17 Pro Max averaging $940 and the Galaxy S23 Ultra reaching $425 after the Galaxy S26 launch. B-Stock suggests that manufacturers are buying older devices to recover valuable components for reuse, which is becoming increasingly important due to the RAM crisis. This trend may help stabilize device prices, though major manufacturers still prefer raising new device prices.
Meta's Muse AI Agent Could Threaten Apple's App Store Revenue
Analysts at Needham and Bank of America warn that Meta's new consumer AI agent, Muse, could disrupt Apple's App Store revenue through AI 'disintermediation'. Needham estimates Apple could lose up to $10 billion in revenue if 20% of App Store transactions shift to Meta's 0% fee Muse Connectors platform. Meta reported receiving over 1,500 developer applications within 168 hours of launching Muse Connectors, potentially siphoning developers from Apple. Bank of America's Tal Liani notes that AI agents auditing subscriptions could increase churn for businesses as consumers cancel low-engagement services. The report highlights the growing role of AI agents in commerce and their potential to reshape digital marketplaces.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.