Apple could bundle hardware upgrades with services like iCloud storage or Apple TV+ content and hardware.
Some investors want Apple to sell its iPhone on a subscription basis to shift more of Apple's revenue from transactional sales to recurring revenue.
"We're cognizant that there are lots of users out there that want a sort of a recurring payment like that," Cook said. It's been a hot topic of conversation among analysts because investors tend to value the predictability of recurring revenue.after the Amazon program of the same name, Apple would bundle hardware upgrades with services like iCloud storage or Apple TV+ content and hardware for a single monthly fee. This would let it switch iPhone sales from a transactional model to a subscription model, potentially driving the stock price up without having to increase product sales or prices dramatically.
In 2015, Apple started to let people pay for iPhones on a monthly basis instead of all at once, throwing in a warranty and upgrades as part of the deal. The iPhone Upgrade Program bundles Apple's AppleCare warranty and up-to-date hardware. Users can upgrade to the newest iPhone after paying for 12 months.
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