Yes, I walk into an actual Apple Store, give them my old phone and they hand me the latest model. I’ve been doing it for at least 3 years. I don’t know if they accept non-Apple devices for anything other than recycling / disposal.
What’s really happening is that they are working with Citizens One bank to charge the new phone to a line of credit for 24 payments at 0% interest. The phone is mine, it’s not a lease. I can trade it after 12 payments for the latest model, which is right at their new model release schedule, or I can pay it off at any time. So I’m effectively getting 50% value after 12 months with no hassle, which is pretty good considering I’d only average about 60% net on eBay after all the fees and hassle.
More info here:
How to upgrade - iPhone Upgrade Program - Apple
This is reminiscent of Tesla’s since-discontinued resale value guarantee. I’d like to be able to get the latest Model S at a time of my choosing (i.e. not bound to a lease term) and be assured of a certain value (given age and mileage). It’s a lot to ask but probably the way a vehicle like this “should” work.