Faced with a pile of lawsuits after admitting what everyone has long suspected, that Apple slows down older phones on purpose to force you to upgrade, Apple has apologized to its customers for battery performance and offers to reduce the price of an out-of-warranty iPhone battery replacement from $79 to $29 dollars (for all phones newer than iPhone 6).
In a message clearly written with the help of the legal team, Apple states that they “would never do anything to intentionally shorten the life of any Apple product, or degrade the user experience to drive customer upgrades.”
They then continue by saying that their “goal has always been to create products that our customers love, and making iPhones last as long as possible is an important part of that.”
iPhone owners had for long thought that Apple artificially slowed down their older phones in order to get customers to replace and thus drive new sales. But the new information from Apple about performance management poured oil on that long-simmering frustration, which led to a lot of bad press in recent weeks and more importantly, multiple lawsuits.
To top it all up, the scope of the performance penalty only was revealed after being discovered by a developer instead of being disclosed by Apple itself. In other words, Apple had to get caught red-handed before finally admitting what everyone long suspected.
The admittance of fault comes one day after it was revealed that Apple increased the salary of their CEO, Tim Cook, by 4% after seeing a rebound in sales mostly due to their iPhoneX launch in recent weeks.
Although Apple has not launched any ground-breaking new products since the death of founder Steve Jobs, ever since Tim Cook took over in 2011 the shares have doubled, and in the end, that’s what counts most to its board of directors of course.