Apple batteries

Tom Dougherty, CEO – Stealing Share

2 January 2018

Charging for replacement Apple batteries?

How often does Apple screw up? Enough to take a bit of the shine off its brand. Over the holidays, customers uncover Apple batteries being slowed down in older models. In response to the Apple batteries outcry, the company now offers replacement batteries at a reduced price of $29, instead of the regular price of $79.

Big whoop. How about giving them away for free?

Apple’s response states that it did slow down older phones after the latest update to prevent battery shutdowns. That was necessary for phones with aging Apple batteries.

“What’s the Apple brand worth in light of missing $29 per customer?”

 

Apple batteriesSounds like hogwash. Customers believe it’s an attempt by Apple to prompt sales of its newest phones. Upset with your older phone’s performance? Then buy a new one!

Apple says that’s not the case, but who’s kidding who here. Of course it’s to spark new phone sales. The timing is suspect, for one thing. The update arrives just as the iPhone 8 and X hit stores.

Why not offer replacement Apple batteries for free?

What else could have Apple done? Not complete the slowdown at all? Its argument feels weak, but let’s give it the benefit of the doubt for the moment. Maybe the slowdown was needed considering the millions (billions?) of users cranking on their phones during peak times.

But why didn’t Apply say anything beforehand? This is why its brand takes a hit. Apple builds its brand on thinking differently, having elegant style and being the underdog against corporate America.

Being the richest company in the world means the last value is hardly believable. (As well as being the most valuable brand.) But the emotion many Apple loyalists like myself feel arises from a belief that Apple is different than other corporations. It’s just better than everyone else.

So, while it fesses up to its Apple batteries issue, it doesn’t go far enough. Why charge customers at all? It’s not like it couldn’t take the financial hit. What’s the Apple brand worth in light of missing $29 per customer?

Think different, Apple.

See more posts in the following related categories: Apple iphone

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Grocery brands and…yoga?

  Grocery brands   Tom Dougherty, CEO - Stealing Share 12 November 2018 Grocery brands and…yoga? I first thought it was all pretty stupid. Grocery brands trotting out yoga classes, on-site breweries and jazz pianists to attract customers. I mean, how desperate can you...

Carls Jr brand only amuses itself

  Carls Jr brand   Tom Dougherty, CEO - Stealing Share 8 November 2018 Carls Jr brand only amuses itself In the world of fast food, I’ve always been impressed with the Carls Jr brand (along with its East Coast counterpart, Hardees). It’s been a no apology, eat it like...

Share This