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iPhone battery case barbs downplayed by Apple CEO

Posted: 15 Dec 2015     Print Version  Bookmark and Share

Keywords:Apple  iPhone  battery  Dadaviz 

Unlike other smartphone makers that mostly improve the battery capacity for their newer iterations, Apple has chosen the path less travelled. While seemingly unorthodox for a company such as Apple, the release of the Apple Smart Battery Case came at a price. The latest product was met with widespread disapproval.

However, CEO Tim Cook came to the defense of the 'hump' design.

Call it an early defence of against Humpgate, in an interview with tech blog Mashable, Apple CEO Tim Cook defended the noticeable, and widely lampooned, bulge on the back of the company's recently released $99 iPhone 6 battery pack.

"You know, I probably wouldn't call it 'the hump,'" he said during the interview.

The Internet responded to the product release with a series of witty would-be memes that drew referred to The Hunchback of Notre Dame, Mel Brooks' comedy classic Young Frankenstein, and a host of other pop culture references.

Apple Smart Battery Case

Apple Smart Battery Case (Image: Apple)

"As you probably know from being a user of this now, one of the real insights here is, have you ever used other cases and tried to get them on?" Cook asked. "If you're charging your phone every day, you probably don't need this at all. But if you're out hiking and you go on overnight's kind of nice to have."

Cook pointed out the design specifics of the case, noting the ease in which the case slips on and comes off, a veiled criticism of other, non-Apple cases which he implied are more difficult to manipulate and less streamlined than his company's offering.

"If you make [the case] solid all the way across, in order to get it on, you'd find it very difficult to get it on and off," Cook remarked. "So the guys had this great insight to put the bend in along with making it a smart case."

A soft microfibre lining on the inside helps protect the iPhone, while the flexible elastomer hinge design helps makes it easier to put the case on and take it off again.

iPhone battery life

From iPhone1 to iPhone6, Apple has done nothing to improve battery life.

Strolling down memory lane, let's try and recall how Apple has made an effort to improve the battery life starting from the very first iPhone to the latest which, based on the infographic above from Dadaviz, is practically nothing. I find it boggling how a company of such calibre would resort to something so 'un-Apple'-like. More so, aren't there a number of accessory/battery makers out there who has been doing that same thing way back iPhone 4, which I might add, shows more promising aesthetical appeal.

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