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Perhaps, but I’m talking about what’s socially acceptable these days. And at least in Sweden where I live, people are not keeping their cars longer than we used to. My grandfather, who was an executive for almost his entire working career, bought a car, paid in cash, kept it for 10-15 years - wash, rinse, repeat. I remember him doing undercoating himself in his garage to prepare it for winter every year.

We have a 2017 Toyota, my wife (she is the COO at her company ) is constantly being asked when she’s going to swap out her “old” car. She is the only person not having a new-ish car - and the only one having a “cheap” Toyota. It’s all pretty silly, like she’s being judged because we use our money wisely instead of just getting new stuff all the time. We finally caved and ordered a new one, partly because of the crazy times we live in, I will be able to sell the Toyota for the same amount we paid for it four years ago, meaning no depreciation, which is amazing value really.

My co-workers at my previous job looked strangely at me when I turned down a company car. I don’t need it, I don’t want it, even if it’s subsidised and pretty cheap to have. I much prefer my motorcycle, or our Toyota if I need to sit in a tin box for whatever reason.

The average age of cars on the road in the EU is about 11.5 years and in Sweden it's about 10 years. That's not much different than the situation here in the U.S.



This is why I think subscription hardware only will make us swap our tech quicker. If I pay $30 a month no matter what I do, why not just get the newest iPhone?

This, like car leasing, will certainly appeal to some but I think outright hardware ownership will continue to be the primary way consumers acquire their phones and computers.
 
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This is why I think subscription hardware only will make us swap our tech quicker. If I pay $30 a month no matter what I do, why not just get the newest iPhone?
Newest phone - or new phone?


My cable carrier box broke so I go down to the store and they swap it out for another in cheap shrink wrap. Get it home and it’s this used and scratched up thing. It works for the services I pay for and that is their obligation under contract.



No doubt at the start the phones will be new to lure people into the idea. But trust me, in the end you get what they give you which will be refurbished and the new will be for those that actually buy it new if that is still available. Phone has a minor flaw when bought new, then returned and another phone for the subscription service! Break that subscription phone through abuse? Then you pay for a new one or subscribe to Apple Care on your phone you don’t own!



What a deal!
 
I’ve often questioned if subscription models really work well for cell phone Purchases; i mean, they make sense because we already pay a monthly fee for the service. But, they also make the cost of the phone a monthly reminder, and something your constantly worried about breaking or losing.

I’ve discovered buying your phone right out, and having just the monthly service plan is the best option. After 3 or 4 months you’ve stopped thinking about the purchase, or when you need to upgrade, and you use the device as as phone; without a countdown to the next upgrade, or any reason to upgrade unless you want to. I know that technically it is the same either way, but the mindset even of how i use the device is different when i made this switch.
 
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Surprised they didn’t come up with this idea sooner. Another way to keep customers encased in the Apple ecosystem. Will be interesting to see what the final pricing structure is. A lot of people get a new iPhone annually so this could be the core group that would benefit. I prefer to buy my own stuff and own it.
 
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