Apple planned to make the iPhone upgrade process more seamless by shipping customers new devices with all their data and settings preloaded. Apple Upgrade almost had a killer featureApple wants to make it as friction-free as possible to buy a new iPhone each year. Apple launched Apple Upgrade in late July, replacing the iPhone Upgrade Program. While Apple already makes it relatively easy to seamlessly transfer data between devices, it wanted to go a step further with Apple Upgrade. Mark Gurman of Bloomberg, in his Sunday Power On newsletter, says Apple considered shipping Apple Upgrade customers a new iPhone with all their data and settings preloaded.