During exclusive interview with ABC News, Tim Cook was questioned about iPhone battery performance control and Apple's CEO revelead that iOS beta is coming next month which will give users more detailed insights on battery performance and condition. Public release of iOS (probably) 11.3 will follow shorty after developers version.
In addition to battery analytics feature, iPhone users will be given the choice to disable Apple's advanced battery performance management, despite this being unrecommended, in favour to using their iPhones at full speed. While this feature will give more usage control over to iPhone owners and will make their devices maintain original CPU and GPU efficiency, Tim Cook highlighted that the risk of unexpected restarts will take place and iPhones might turn off by itself when you least need it.
Tune in to listen Tim Cook talk on coming changes to iOS and his take on battery performance management. The interesting stuff starts at 4:30.
“We know that some of you feel Apple has let you down. We apologise.” Apple, Apple, Apple…tries to do the right thing, but customers are the ones to still pay for it.
In a recent message to customers published on company’s official website, Apple issued an apology for misleading and letting its customers down as a follow up to its admission of slowing down iPhones on purpose.
For a long time, iPhone owners were noticing performance decrease of their older iPhones experiencing unexpected shutdowns at 40%. Complaints flooded Apple’s forums about the way the company handles performance for previous iPhone models with older batteries. Suspicions are being backed up by an increased amount of Google searches for “Slow iPhone” prior to yearly iPhone releases.
The Geekbench data on iPhone 6S and iPhone 7 power performance, make us believe that with every new iOS update distribution Apple introduces a change by limiting performance scores when battery condition reaches a certain point as both models experience performance dips. Apple scaled down CPU performance to prevent smartphones from shutdowns with new iOS releases.
So what does this all mean?
Basically, the performance drop is a quick fix to random iPhone shutdowns when you need it the most. iPhone users think the phone is getting slow because it’s old and make a decision towards upgrading to a newer model and spend multiple £££ replacing a whole phone whereas significant improvements can be seen by replacing a battery.
Apple’s message also states that: “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.” Let’s pretend Apple didn’t acknowledge that as a consequence of rolling out fixes to stop iPhones shutting down, so the same iPhones will get slower and slower and drive new upgrades and more iPhones sales.
As a part of Apple’s apology, the company is introducing battery replacement program worldwide by dropping an out-of-warranty battery replacement prices by £54. Meaning anyone who owns an iPhone 6 or later, can get its battery changed at local Apple store only for £25.
Will you accept Apple’s apology?
Regaining customer trust is a long-term process, we just hope this apology isn’t another “quick fix”. On paper it’s a great deal – you pay £25, get a replacement official Apple battery under the hood and some performance will be restored. Or you can fix these problems once and forever just by switching to Android lol.