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 would have been hard to imagine a proud and independent Apple taking the initiative to apologize. If there were any issues, they would have faced them with dignity—let the rain fall and the wind blow, but never compromise. Of course, in pursuit of perfection, Joe’s father wouldn’t have been involved in today’s "down-clocking" incident.
However, even though Apple issued an apology, the outcome still revolved around its commercial interests. Cook’s “businessman†side was clearly exposed.
Apple stated, “Some users are disappointed with Apple. We sincerely apologize.†In addition to mentioning that battery life is influenced by various factors, they also offered what appeared to be a “conscience-driven†solution: for users with iPhone 6 and later models who want to replace their batteries, the price of a warranty battery will drop from 608 yuan to 218 yuan—a full reduction of 390 yuan!
At first glance, Apple’s move looked surprising—it was an apology filled with sincerity and a battery price that hit a “freezing point.â€
But this apology is absolutely not sincere, nor does it carry real meaning.
From start to finish, Apple’s decision to slow down older iPhones was already a “real hammer.†Beyond apologizing and offering system updates, the most responsible action would have been to provide free battery replacements. That’s what a truly responsible company should do.
Instead, Apple just reduced the battery price. While the cut seems significant, it’s still fundamentally wrong. From another angle, Cook might even be trying to make a big profit.
Since replacing the battery can fix the slowdown issue, many users will opt to do so. Even at 219 yuan, Apple can still ensure profits. After all, there are plenty of high-quality third-party iPhone batteries available for just a few dozen yuan.
The combination of Apple’s official branding and the 219 yuan price is very tempting. Users who plan to keep using their old iPhones or prefer third-party options will likely go for Apple’s official service. As a result, Apple gets another chance to make money.
This mix of apology and profit-driven strategy clearly shows Cook’s “businessman†side.
Based on Apple’s current approach, it’s more like a “money-making machine†than an “innovative enterprise.â€
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