据了解，苹果的硬件订阅服务原本旨在增加iPhone销量并创造稳定的经常性收入。iPhone作为苹果最大的收入来源，占公司年销售额的一半以上。此外，该服务还旨在进一步锁定用户在苹果的生态系统中。服务的运作方式是，客户通过与他们用于下载应用和订阅服务的同一个Apple账户，每月支付一定费用，然后每年可以更换新机型。Apple has decided to terminate its iPhone Hardware subscription service project, marking a move away from its attempt to change the way consumers purchase its flagship products.
According to insiders, Apple Inc. (AAPL.US) has decided to terminate its iPhone Hardware subscription service project, marking its abandonment of efforts to change the way consumers purchase its flagship products. Initially, Apple planned to launch a service that would allow consumers to receive a new iPhone each year by paying a monthly fee, like subscribing to an app. However, due to software issues and regulatory challenges, the plan, reported since 2022, has been postponed and is now officially canceled, with team members reassigned to other projects.
This decision is part of a broader shift in Apple's Global Strategy for payment services. The subscription plan, overseen by the Apple Pay department, had previously also closed the "Buy Now, Pay Later" service, redirecting consumers to similar services offered by third parties. This change reflects the company's cautious attitude in the financial services sector, especially in the face of stricter regulatory environments.
It is understood that Apple's Hardware subscription service was originally aimed at increasing iPhone sales and creating stable recurring revenue. The iPhone, being Apple's largest source of revenue, makes up more than half of the company's annual sales. Additionally, the service was intended to further lock users into Apple's ecosystem. The service would operate by allowing customers to pay a monthly fee using the same Apple Account they use to download apps and subscribe to services, allowing them to exchange for a new model each year.
Like the already-terminated Apple Pay Later plan, Apple's Hardware subscription service was intended to leverage the company's internal financial infrastructure, operating based on loans provided by Apple itself. In early 2024, Apple deployed the service to employees of the Apple Pay department for testing. Additionally, the teams responsible for the App Store's billing system and the operation of Apple's online store were also involved in this project. This internal testing was a crucial step for Apple in advancing the Hardware subscription service, aimed at assessing its feasibility and user experience.
However, the introduction of this service could compete with Apple's wireless carrier partners, who rely on installment plans and promotional activities to sell iPhones and retain customers. Furthermore, the Hardware subscription service could replace two of Apple's existing programs: the iPhone Upgrade Program and the monthly installment payments for Apple Card.
In the financial services sector, Apple has been striving to expand its service revenue, but this is not an easy task. The Apple Pay department is led by Jennifer Bailey, a deputy to service chief Eddy Cue, and has initiated the "Project Breakout" to develop internal tools aimed at reducing reliance on partners in the Industry.
However, as the Consumer Financial Protection Bureau implements stricter regulations on deferred payment services, Apple chose to avoid potential troubles, particularly considering its relatively small scale in the financial services Business.
Although Apple has canceled Apple Pay Later and Hardware subscription services, it still collaborates with Affirm Holdings Inc. and Klarna Bank AB to offer post-payment options in its payment services while avoiding direct regulation. Apple may seek new partnerships in the future to revitalize its iPhone subscription program, but currently, there are no plans for independent action.
