They could even bundle in a MacBook, iPad, and watch at a higher price tier so that the hard core Apple fans could pay a single monthly subscription fee and always have the latest model of every device.
Of course, I am aware that _the_ most cost-efficient way is to accept that having the brand new and shiny every year is - for the most part - utterly pointless, but hey.
Often plant and equipment is financed this way - photocopier for example are seldom purchased outright, and come bundled with service, support and consumables.