Last week, Apple launched Apple Upgrade, a device leasing program for iPhone, Apple Watch, Mac, and iPad in the United States, provided by Klarna. Apple simultaneously retired the iPhone Upgrade Program (financed by Citizens Bank) and iPhone Payments.

This is a very big deal, and it is the culmination of a strategy I first outlined over a decade ago. Equipment financing has always been the prize. Everything else Apple has done in consumer finance (Apple Card, Apple Pay Later, Apple Card Monthly Installments, the savings account) was either a stepping stone, a learning exercise, or a partner accommodation. Apple Upgrade is the main event.