It's fair to say that Apple is no longer the same company it once was.
Back when Joe's grandfather was still around, it was hard to imagine that proud and independent Apple would ever take the initiative to apologize. If there were any issues, they would be dealt with in a way that showed strength—let the rain fall and the wind blow, but we won’t budge. Of course, in pursuit of perfection, Joe’s father would never have been involved in today’s “down-clocking†incident.
However, even though Apple made a public apology, the outcome still stayed within the realm of commercial interests. The nature of Cook as a businessman was clearly exposed.
Apple stated, “Some users are disappointed with Apple. Here, we sincerely apologize.†Alongside this, they emphasized that battery life is affected by multiple factors, and offered what appeared to be a “conscience-driven†solution: For users who need to replace the battery on an iPhone 6 or later models, the price of a warranty battery will be reduced from 608 yuan to 218 yuan—a full reduction of 390 yuan!
At first glance, Apple’s move seemed surprising—it looked like a sincere and generous apology, with battery prices dropping to a “freezing point.â€
But this apology is absolutely not genuine. It lacks true meaning and sincerity.
From start to finish, Apple’s decision to slow down older iPhones was already a bold move. Besides apologizing and offering system updates, the most appropriate action would have been to provide free battery replacements. That’s what a responsible company should do.
Instead, Apple only lowered the battery price. While it seems significant, it’s still far from right. In fact, it may even be a clever way for Cook to make more money.
Since replacing the battery can fix the slowdown issue, many users would choose to do so. Even at 219 yuan, Apple can still ensure profits. After all, there are plenty of high-quality third-party batteries available for just a few dozen yuan.
The combination of Apple’s official branding and the reduced price makes their service very appealing. Users who want to keep using their old iPhones or avoid third-party options will likely go for Apple’s official replacement. As a result, Apple can use this opportunity to generate more revenue.
This kind of apology combined with profit-focused strategies truly highlights Cook’s “businessman†side.
Based on Apple’s current behavior, it’s more of a “money-making machine†than an “innovative enterprise.â€
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