Apple considered a feature for its leasing program that would have completely eliminated the setup process: The new iPhone would have arrived at the customer's home already pre-loaded with their data. This was never implemented – and the reasons for this lie more in everyday practice than in the technology itself.
Since the end of July, Apple's leasing model has been running, allowing customers to upgrade to a new iPhone annually for a monthly fee – initially only in the US. Mark Gurman, in his Bloomberg newsletter, revealed a detail about the early planning stages of this program that never made it into the final version. Gurman regularly reports on Apple's internal product planning; however, with a discarded concept from years past, there is naturally no second source to confirm it.
Key Facts at a Glance
- Apple considered offering comprehensive support for its leasing program, where the new iPhone arrives fully set up.
- The data would have been transferred to the device beforehand from the iCloud backup.
- The feature was not implemented; the current program does not offer it.
- The technical basis for this has existed in Apple's retail stores since 2024.
- For Germany, Austria and Switzerland, the question is theoretical anyway.
What the discarded function provided
The idea behind it was sound: those who upgrade their device every year should notice the change as little as possible. According to this plan, the new iPhone wouldn't have been delivered as a blank device, but would already be pre-loaded with the iCloud backup of the previous model.
The box would then become the finished device – switch it on, log in, and continue working. The setup wizard, which currently takes half an hour or more depending on the amount of data, would be eliminated.
This option is not available in the actual program that was launched. Furthermore, the scope fell short of some expectations: Shortly after launch, Apple had to deny reports that leased devices would be restricted by software.
The technology for this has been available since 2024
The plan wasn't far-fetched, as the foundation already exists. Since 2024, Apple has been using a system called Presto in its stores, which wirelessly turns on, updates, and turns off packaged iPhones – while keeping the packaging sealed.
A Presto device can pick up multiple iPhone boxes simultaneously; the process takes 15 to 30 minutes per device and uses MagSafe. This means that anyone buying an iPhone from an Apple Store receives a device with the latest system version instead of one that needs an update.
From there, restoring a backup is conceptually a small step. Such a process would also require no human access to the data, because the box remains closed.
Two reasons against shipping
The first point is trivial yet crucial: A backup created during shipping is already several days old by the time the package is unpacked. Photos, messages, and notes from that time are missing, and the customer would ultimately have to synchronize anyway – thus negating the advantage. Only in-store pickup would this approach work.
The second point concerns perception. The fact that Apple technically processes iCloud data is already the case when backups are enabled. However, a package containing one's photos and messages traveling through the logistics chain still feels different to many – especially since iCloud backups are regularly targeted by phishing attacks.
We therefore do not expect the feature to return in this form. A more likely option would be in-store pickup, where Presto is already located, the backup remains up-to-date, and the device is only activated in the customer's presence.
For the German-speaking world, the theory remains
Apple Upgrade is currently limited to the US, and Apple hasn't announced a release date for other markets. Whether or not such an additional feature would have been available in other countries is irrelevant here – anyone setting up a new iPhone will still follow the usual steps via quick start or a backup, and the overview of available backup methods shows which one is suitable for which purpose.
The episode remains interesting for another reason: it shows how far Apple originally intended to go with the leasing model. A subscription where the device arrives fully assembled at the door would no longer have been a sale, but a service. (Image: Apple)
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