It's disengenuous to say this isn't a lease program. Because it is.This wouldn't be a lease. What you'd do is that you'd pay that amount per month until the entire phone is paid off. However, if you want to get the newest phone (should it come out next year; And let's face it, Apple just indicated that it would by even having this program), you'd trade in the 6S or 6S Plus for the remaining cost of the 6S or 6S Plus, to be applied to getting the iPhone 7 (or whatever they are going to call it).
Otherwise, you keep paying the $xx per month until the retail cost of the phone is paid off. After that, it's yours. You OWN it.
BL.
In order to get a new iPhone every year, you need to turn in the existing phone. When buying a new phone, you pay little to nothing up-front, but as trade off, you pay an affordable monthly fee to lease the latest phone; insurance (AppleCare) is also required during the financing period. Sound familiar?
That's because it follows the exact same model (and purpose) that leasing a car does.
So what if you have the option to buy at the end of the lease period. That's EXACTLY how a car lease works. With a car lease, you also have the option to purchase the car (to own) at the end of a lease. Same thing.
At the end of the day who cares? So what if it's a lease? The leasing model works best for the smartphone industry because people upgrade so often.