The Cupertino company we all know and love (except if you're an android user) is looking to reshape the way we consume the iPhone. There are rumors Apple is looking to introduce a subscription service to 'rent' the iPhone versus paying for the device up front or through a payment plan with your wireless carrier.
There is already an Apple iPhone upgrade program where you can trade-in devices to get the latest and greatest, but you can also choose to pay it off and the device is yours to keep. Apple's rental program would be a subscription service and you would never actually own the device, but you can always get the newest iPhone when it becomes available.
Of course, this is a way for the company to generate more revenue. Apple is looking to launch this new service within the next year.
Source: Phone Arena