Apple upgrade

The video effectively taps into a growing consumer concern about the shift from ownership to subscription/rental models, framing Apple's new program as a significant change with potential long-term implications for consumers. The comparison to music and movie streaming, and the direct question about future ownership, resonates with a broad audience worried about losing control and assets.

Apple has launched a new leasing program called 'Apple Upgrade' in partnership with Klarna, allowing customers to lease iPhones, Apple Watches, and Macs through monthly installments. This move is seen as a response to industry-wide chip shortages and rising hardware prices, aiming to make devices feel more affordable. However, the program shifts from ownership to a rental model, where customers pay for access rather than owning the product, raising concerns about long-term dependence and control.