Apple’s warranty and support brand
Apple has announced a broader Apple Upgrade program after the existing iPhone Upgrade plan. The program will let customers pay for iPhones, iPads, Macs, and Apple Watches over 12–36 months, with options to keep, upgrade, or return devices. The move comes as Apple faces higher prices and supply-chain pressures linked to memory shortages, and follows its legal battle with OpenAI.
Apple reports strong revenue but warns that AI-driven memory shortages are tightening supply chains, forcing scrambling for chips and raising prices. Tim Cook signals on-device AI and a future Siri rollout as the company navigates memory costs and component constraints.