Apple is planning to make it easier than ever to stay addicted to the iPhone with the introduction of its new iPhone Upgrade Program that will allow fans to upgrade to a new device every single year.

Phil Schiller announced the new program on stage at Apple’s keynote today, revealing that pricing for the iPhone Upgrade Program starts at $32 per month, which is slightly more expensive than what you can get at a carrier, but it comes with some extra benefits too.

Apple is packing the new iPhone 6s and 6s Plus with more features than ever — and introducing a new input method called 3D Touch that uses pressure sensitivity to unlock an entirely new paradigm of touch controls.

A bunch of incredible new features, including a new display with a Taptic Engine, led Tim Cook to call the new devices the best smartphones ever made as he showed them off to the world.

“No product is more about innovation than the iPhone,” said Cook as he unveiled the iPhone 6s line today at a special event in San Francisco. “We have changed everything about these new iPhones.”