Apple Launches Multi-Device Leasing Program as Cook Flags "Unsustainable" Pricing

Apple launched Apple Upgrade on July 28, 2026 — a US leasing program for iPhone, Mac, iPad, and Apple Watch, financed through Klarna. The move follows MacBook and iPad price hikes driven by memory and storage shortages. CEO Tim Cook called the pricing "unsustainable" and warned the iPhone 18 could exceed expectations. Lease terms run 24 months for phones and watches, 36 for Macs and iPads.