Apple wants to update iPhones before selling them. For this purpose, the company has developed a system that allows the phone to start and shut down in the store.

Apple has developed a system to ensure that customers leave the store with an iPhone that has the latest updates installed. Bloomberg knows this. The manufacturer wants to update phones while they are in the box in the store. This is not a given as iPhones need to be turned on, connected to the internet, downloaded and installed the update, and turned off again without anyone actually touching the device.

Update path

Apple has developed a special device for this. If boxes with iPhones are placed on them, the system could do all of these things without opening the packaging. Apple wants to roll out the solution in its stores this year. This is likely to initially affect American stores, but a global rollout cannot be ruled out. Nothing is said about third parties. It is unclear whether they will gain access to the system.

The system is intended to improve the shopping experience. For example, anyone who immediately bought an iPhone 15 received it with iOS 17 because this operating system was loaded from the factory. However, when the devices went on sale, iOS 17.0.1 was already available. The new approach ensures that customers can get started with their iPhone straight away and their first action is not to install an update.