The iPhone Upgrade Program is Apple’s official way to buy a new iPhoneevery year. This isn’t new for 2019, but more and more users are looking into this way to buy the new iPhone.

It’s not a lease, as you own the phone. You can trade it in each year and upgrade to the new iPhone without any extra fuss. The price seems high, but it includes AppleCare+. You can also add AppleCare+ with Theft and Loss for an extra $4.17 a month.

You can do similar iPhone trade in programs at many carriers, but they don’t all include insurance.
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https://www.gottabemobile.com/iphone-upgrade-program-5-things-to-know-in-2018/