Apple apologises to users over slowing down older iPhones; slashes battery replacement costs by $50

After facing a severe backlash from consumers over intentionally slowing down older iPhone models, Apple on 28 December issued an apology on its website. This is a rare gesture from the company.

The Cupertino-based tech giant stated that it plans to introduce a number of changes for its customers  “to recognise their loyalty and to regain the trust of anyone who may have doubted Apple’s intentions”.“We know that some of you feel Apple has let you down,” said Apple in its posting. “We apologise.”

Here is a link to the complete apology letter that Apple has put up on its site.

Apple has gone into detail of how batteries age and how it manages to prevent unexpected shutdowns.

"About a year ago in iOS 10.2.1, 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. 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," said Apple adding that replacing the older battery with a new one would bring back the performance to normal levels under standard operating conditions.

(Also Read: Apple admits to slowing down older iPhones as battery ages, but it needs to be more proactive about informing its users)

Apple also announced three measures it is going to take to address common customer concerns:

• Apple is slashing prices for all battery replacements and it also plans to show users whether their phone battery is good or in poor shape in its next iOS update early in 2018. The out-of-warranty battery replacement price for an iPhone 6 or later will be cut down from $79 to $29 starting from late January next year.
• Early next year, Apple will issue an iOS software update which will let users know the health of their iPhone's battery, so they can see for themselves how it is taking a hit on the performance.
• Apple will work on improving customer experience and focus on improving how performance can be managed to avoid unexpected shutdowns as batteries age.

Apple's move to address these quality and durability concerns about its products come at a time when it is charging about $1000 for its newest flagship model, the iPhone X.