Love it. Lease it. Upgrade it. Apple Upgrade introduced the first-ever way to lease iPhone, iPad, Mac, and Apple Watch, and our role was to make that promise feel as simple as it sounds, across the landing page, homepage tiles, emails, App Store promotions, and the step 1 buy pages where customers choose their next device. The real challenge lived inside the buy flow, where leasing had to sit comfortably beside buying outright, Apple Card Monthly Installments, and carrier financing without crowding any of them out. Each product brought its own rules, from 12- or 24-month terms for iPhone and Apple Watch to 24- or 36-month terms for iPad and Mac, plus a carrier connection required only for iPhone. We untangled those layers into a single, calm sequence, so customers can compare their options at a glance and enroll in a few confident steps, never sensing the complexity working behind the scenes.