Apple announced a partnership with Klarna to introduce a program lease-to-own on iPhone, iPad, and Mac. This is a major shift in the California brand's sales strategy. In fact, the deal comes at a time when Apple is raising prices on many of its products.
Therefore, the leasing program becomes a tool to lower the perceived barrier to entry , while keeping high profit margins. However, the impact doesn't just affect Apple and Klarna. As a result, marketing managers of companies selling hardware or premium products also need to think about this model. It reshapes the relationship between price, perceived value, and customer loyalty.
In this article, we at SHM Studio we analyze the history of the agreement, the winners and losers in the market, and the operational implications for those managing strategies of pricing and customer acquisition in the premium segment — both B2B and retail. Finally, we offer some reflections on how this model can inspire similar approaches even outside the Apple ecosystem.
The timeline of the Apple-Klarna deal
On July 21, 2026, TechCrunch reported the official news : Apple and Klarna have signed a partnership to launch a program lease-to-own dedicated to iPhone, iPad, and Mac. The mechanism allows consumers to get the device by paying monthly installments. At the end of the contract, the customer can acquire ownership of the product.
Plus, the timing is no coincidence. Apple is gradually raising list prices across several products. Therefore, a flexible leasing program helps make buying accessible to a wider range of users. Klarna, for its part, brings its BNPL infrastructure ( Buy Now Pay Later ) and a solid user base in Europe and North America.
In short, it's an operation that combines the strength of the Apple brand with Klarna's distribution and financial capabilities. The result is a commercial product designed to reduce friction at the point of purchase.
Winners and losers: who really profits from this model
Apple is the first obvious beneficiary. In fact, the program allows it to maintain premium pricing without losing sales volume. Unlike a direct discount, leasing does not erode the perceived value of the brand. On the contrary, it strengthens it: the product remains
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