Understanding Apple’s “speed reduction scandal” in one article: Is it driven by profit or a helpless move?

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[Tencent Technology Comprehensive Report] On September 20, 2017, Apple pushed the new iOS 11 operating system. After that, users continued to report that their iPhones had obvious slowdowns, freezes, and unexpected shutdowns after the system upgrade. Later, a developer confirmed through testing that Apple limited the software processing speed on older models.

Recently, John Poole, the developer of the American benchmark system Geekbench 4 and founder of Primate Labs, tested iPhone 6s, iPhone 7 and other devices under iOS 10.2, iOS 10.2.1 and iOS 11.2. He used data to show that the degradation of iPhone batteries must be related to the performance of the processor, and that Apple limits the speed of the processor every time it changes the iOS system.

Poole said that Apple deliberately concealed the battery performance to make users mistakenly believe that their mobile phones should be replaced. They would not think that the battery is the main cause of the phone's performance degradation and unexpected shutdown.

Apple's first response

On December 20, local time in the United States, Apple admitted in a technical report:

“Our goal is to provide the best experience for users, which includes overall device performance and extended lifespan. Lithium-ion batteries are less able to deliver peak current demands in cold conditions, and when the battery is low or aged, the device may shut down unexpectedly to protect electronic components.

Last year, we launched a new feature for iPhone 6, iPhone 6s, and iPhone SE that prevents unexpected shutdowns of devices by eliminating this peak current in special circumstances. In the iOS 11.2 update, we also synchronized this feature to iPhone 7, and plan to synchronize it to more devices in the future. "

In other words, Apple has indeed taken technical measures to limit the performance of some older iPhones. The main reason why older iPhones suddenly shut down is that they try to draw more energy than their batteries can withstand. This is to avoid the iPhone from shutting down unexpectedly and causing the phone to break down faster.

Apple fans don't buy it

Users are not convinced by this response, believing that Apple is deliberately limiting the performance of older iPhones to encourage consumers to buy newer iPhones. Its statement shows that consumers should not trust the company. Apple's performance restriction measures have been implemented since 2016, affecting tens of millions of iPhone 6 and iPhone 7 users in China alone, seriously infringing on users' right to know. Some users also believe that Apple's move may be related to its desire to become the first trillion-dollar company in history.

It is understood that some people in China have begun to spontaneously organize an "anti-Apple alliance" to call on Apple users to boycott Apple products and services. In the United States, Apple users have filed lawsuits against Apple for "deception and violation of business ethics". This speed reduction has also indirectly had a significant impact on third-party developers. The matter has become more and more serious. Although Apple's image has not yet been completely discredited, it has indeed suffered a lot.

Controversy continues

People's Daily Online believes that from the perspective of consumers, it is not difficult to understand why Apple's "technical explanation" has been criticized. This move is obviously very "unkind" and at the expense of consumer experience. This explanation is difficult to convince the public. As the world's largest listed company by market value and the most influential brand in the technology industry, Apple has always been committed to "experience first", but now, the Apple that once "regarded consumers as God" has become more and more "smart" and "domineering". Should it be "experience first" or "business first"? Perhaps this is what Apple should really reflect on.

Wall Street Journal believes that what Apple has experienced in this "battery gate" outbreak is the negative consequences of the company's consistent product culture on a larger scale: no matter what features Apple launches or what adjustments it makes, it is Apple's obligation to ensure transparency to consumers.

Some users also believe that it is not just Apple that is like this, Android is no exception. Limiting performance to avoid overheating and battery loss is a feature that all mobile phone manufacturers will implement, and these are all helpless moves.

Solution

Things have developed to this point. Apple can only come up with a perfect solution to win back the hearts and minds of the people it has lost. Regarding the solution, the most popular call is for open and transparent measures. Consumers have the right to know when buying goods and have the right to choose performance or battery life according to their needs. Apple should let consumers decide for themselves whether they need to continue using old devices that have slowed down or buy new ones.

In addition, Marca Doeff, a battery expert at Lawrence Berkeley National Laboratory, also said that they are providing solutions to allow mobile phone batteries to meet higher demands. One solution is to design a battery with a more complex internal structure, and the other is to equip a battery with a larger capacity than the actual demand, which will also make the phone bulkier.

Compared with the past two years, Apple's situation is indeed not optimistic. In 2016, iPhone shipments declined, with a global market share of only 14.6%, a year-on-year decrease of 7%, and the decline continued in 2017. The latest news from the supply chain shows that due to the poor sales of iPhone X, Apple has significantly reduced its sales forecast for the first quarter of next year, from the original single quarter of 50 million units to 30 million units, a 40% reduction.

Sales have been declining, and coupled with the current incident, if Apple still fails to come up with specific measures to win back the hearts of its fans, I'm afraid sales will be slow to increase.

Another reminder: Apple phone system upgrades are irreversible. Once you choose to upgrade the system, there is no way to go back to the old system. Therefore, before Apple has given a clearer solution, Apple fans who have not yet upgraded should be cautious. As for those who have already upgraded? Use it and cherish it.