苹果联手Klarna推出“Apple Upgrade”租赁计划欲借订阅模式提振硬件销售

智通财经07-22

面对成本上涨与需求压力，苹果正准备对销售模式进行重大调整。据知情人士透露，苹果计划于当地时间7月28日在美国正式推出名为“Apple Upgrade”的设备租赁服务，并携手瑞典金融科技公司Klarna作为资金支持方，以更低月付门槛吸引用户、刺激销量。这项新服务将率先在美国的苹果线下零售店及线上渠道推出，覆盖大部分iPhone、Mac、iPad和Apple Watch机型。按照设计，Apple ...

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Upgrade更像一种硬件订阅：用户通过软信用检查获批后，可选择在租期内提前付清设备款项、提前升级至新款，或在期满后保留设备(特定情况下可能涉及额外费用)，也可像汽车租赁一样在到期后直接归还设备。租期方面，iPhone与Apple Watch为24个月，Mac和iPad则为36个月。苹果计划将Apple Upgrade宣传为一种比当前分期方案月供更低的选项。为此，公司将停止“iPhone年年焕新计划”(iPhone Upgrade Program)及标准分期方案的新用户注册，全力为新计划让路。与现有iPhone升级计划不同的是，Apple Upgrade不捆绑AppleCare服务，且Apple Watch SE、入门级iPad、iPhone 16以及MacBook Neo等部分设备不在适用范围内，商务与教育类采购同样被排除在外。苹果此次推出租赁服务的一大背景是硬件成本显著攀升。由于人工智能(AI)行业数据中心大规模建设引发存储芯片需求激增，苹果近期已对Mac、iPad等多款产品提价数百美元，且外界普遍预计该公司还将在9月发布新一代iPhone时上调其售价。通过引入更灵活的租赁模式，苹果试图对冲价格上涨对消费意愿的压制。事实上，苹果此前曾筹划自营硬件订阅服务，但在2024年取消该计划。此次借助Klarna来承担金融服务，苹果既得以试水订阅制销售，又规避了直接背负财务风险。消息传出后，美股周二盘中Klarna股价一度大涨11%至20.78美元，苹果股价则几无变动。截至发稿，苹果与Klarna方面均未对置评请求作出回应。","kind":"news","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"corporation","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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苹果联手Klarna推出“Apple Upgrade”租赁计划 欲借订阅模式提振硬件销售

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苹果联手Klarna推出“Apple Upgrade”租赁计划欲借订阅模式提振硬件销售