Faced with the crisis, Apple partners with BNP Paribas to boost sales with a new payment solution

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Desperate times call for desperate measures. In a tense economic climate, Apple is facing headwinds. Since the start of the year, Apple shares have fallen by more than 8%. It is the only company in the “Magnificent 7” (Amazon, Meta, Microsoft, Apple, Alphabet, Nvidia and Tesla) in the red in 2025. Sales growth remains stable, with a slight increase for the Pro and Pro Max models, but a double-digit decline for the standard models. Geopolitical tensions and economic uncertainties are also weighing on the group's performance.

All means are therefore good to restart the cash machine. While waiting for the release of new products, Apple today announced a partnership with BNP Paribas Personal Finance in France to deploy payment in several installments without fees on its official website.

As Apple product prices reach new highs – nearly €1,000 for a new generation iPhone and more than €2,000 for a MacBook – the need to offer flexible financing solutions is more relevant than ever. Already deployed by the company in the past, installment payment is one of the most effective solutions.

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This new financing offer, which began on January 28, will concern all products worth at least €79. The 0% rate will be offered, with variations depending on the number of monthly payments chosen and the product purchased. BNP Paribas, Apple's partner in this financing solution, is committed to offering solutions that meet the highest market standards. This collaboration is part of the bank's GTS 2025 strategic plan, which aims to accelerate the deployment of targeted technological innovations.

Apple under pressure

The year 2025 promises to be a tense one for Apple. Criticized for its lack of audacity in terms of hardware innovation, the company impressed last year with the demonstration of Apple Intelligence. A wow effect that quickly turned into a damp squib, Apple Intelligence being only partially available and only in English in the United States. Apple behind schedule? There is little doubt. Moreover, the markets were not mistaken.

Still, 2025 could mark a turning point for the company. Rumors of an ultra-thin iPhone Air are giving fans and investors hope. Such a product would help restart the marketing machine and give a boost to iPhone renewals. If Apple Intelligence features expand to more geographies and improve, Apple could have a golden year.

According to JPMorgan analysts, Apple's 2025 outlook presents a double-edged thesis: a bullish scenario with AI-powered upgrades, and another without the AI ​​hype. In the best-case scenario, Apple's premium ecosystem, margins, and Services growth could pay off. The fact remains that Apple's reliance on consumer spending poses risks in a slowing global economy.

• Apple and BNP Paribas Personal Finance partner to offer interest-free installment financing solutions in France
• 0% interest credit offers on a wide range of Apple products starting at €79
• Strategy aims to boost sales in a difficult economic climate

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