Own iPhone 17 on subscription: Jayant Jha’s BytePe launches in India

BytePe, a tech subscription platform, has launched with the aim of changing how people buy and use smartphones. 

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The platform was founded by Jayant Jha, a serial entrepreneur and former Flipkart executive who earlier co-founded Yaantra, a recommerce firm acquired by Flipkart.

BytePe’s subscription model seeks to replace traditional ownership, which often ties consumers to long EMIs and outdated devices. Instead, it offers lower monthly fees, annual upgrades, and flexibility to pay for use without hidden costs. Customers can subscribe to devices such as the newly launched iPhone 17 series, including iPhone 17, iPhone Air, iPhone 17 Pro, and Pro Max, through BytePe’s monthly plans.

"After years in India’s consumer electronics industry, I’ve seen how long EMIs, outdated devices, and limited choices frustrate consumers. With BytePe, we are changing that. We’re starting with smartphones but will soon expand into more categories such as electronics, accessories, and beyond. Our vision is to democratise luxury by enabling millions of Indians to access the latest technology through a smarter, more flexible ownership model," said Jayant Jha, who is also the CEO of BytePe.

Under BytePe’s model, users can subscribe to an iPhone 17 (256 GB), priced at Rs 82,900, through monthly payments that the company said are significantly lower than traditional EMIs.

Credit card holders can use BytePe directly, while non-credit card users can opt for “BytePe EMI.” After 12 months, subscribers may upgrade, return the device, or continue using it for another year to own it outright. Each subscription includes one-time damage protection, and an upfront purchase option comes with one-year insurance and an assured buyback value of up to 50%.

BytePe said its approach allows consumers to upgrade every year without extra cost, reduce monthly outflows by as much as 50% compared with EMIs, and avoid upfront payments or lock-ins.

Headquartered in Bengaluru, BytePe plans to expand beyond smartphones into other electronics and accessories. The company said its mission is to redefine ownership by making luxury technology more affordable, flexible, and hassle-free.