Apple’s product lineup in 2017 surprisingly wasn’t what ended its year with a bang. A recent admission to the throttling of older models’ batteries on purpose has painfully backfired on the company, leading to several lawsuits filed against the statement—with one asking for US$999 billion.
In hopes of easing tensions and pleading customers to give it another chance, Apple has eaten humble pie by issuing an apology on its website.
“We know that some of you feel Apple has let you down. We apologize.”
Apple maintained that it didn’t decelerate the performance of iPhones to force users to upgrade.
“First and foremost, we have never—and would never—do anything to intentionally shorten the life of any Apple product, or degrade the user experience to drive customer upgrades. Our 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.
It went on to explain how batteries age, as well as justified the importance of slackening phone speeds. “It should go without saying that we think sudden, unexpected shutdowns are unacceptable. We don’t want any of our users to lose a call, miss taking a picture or have any other part of their iPhone experience interrupted if we can avoid it.”
“We delivered a software update that improves power management during peak workloads to avoid unexpected shutdowns on iPhone 6, iPhone 6 Plus, iPhone 6s, iPhone 6s Plus, and iPhone SE,” it said. “With the update, iOS dynamically manages the maximum performance of some system components when needed to prevent a shutdown. While these changes may go unnoticed, in some cases users may experience longer launch times for apps and other reductions in performance.”
To further express its sincerity, Apple has offered significant discounts for out-of-warranty replacement batteries. From late January to December 2018, customers worldwide need only pay US$29—instead of US$79—to exchange their iPhone’s batteries.
An iOS update in early 2018 will also “give users more visibility into the health of their iPhone’s battery, so they can see for themselves if its condition is affecting performance.”
While an official apology by the company might come as a surprise for some, Apple’s decision to let its no-discount policies slide for awhile is arguably the true shocker.
You can read the full apology from Apple over at its website.