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Apple Inc. (NASDAQ:AAPL)’s Battery Scandal

Written by on December 30, 2017

In the grand tradition of past Apple Inc. (NASDAQ:AAPL) fiascos like Antennagate (dropped calls on the then-new iPhone 4) and the launch of Apple Maps (directions that weren’t accurate), the tech giant apologized again to consumers this week. Apple Inc. (NASDAQ:AAPL) is making its $29 battery replacement pricing effective immediately.

The question is whether the iconic iPhone maker’s apology went far enough. We don’t think that it did.
Apple Inc. (NASDAQ:AAPL) made a rare public apology on its website on Thursday about the issue, saying the reason for the software slowdown was to protect phones with older batteries, which can suddenly shut down.

The public apology is technically detailed, relatively candid, and comes with a year-long discount for replacement iPhone batteries.

But one thing it’s missing is a signature: The apology comes “from Apple,” and it’s not signed by of its high-paid executives, like Apple CEO Tim Cook.

An apology like this one, which acknowledges a breach of trust with users, needs to come from a person, not a corporate communications department. There needs to be a human name on the apology, because humans behind the decision ultimately decided not to tell customers.

Analysts had suggested Apple pen an open letter to consumers. While the world awaited a beefier response from Apple than its initial admission, we tried to do some of the work for them. We wrote the letter that we hoped Apple would write, and posted it. A few hours later on Thursday, Apple came clean and released it’s own take.

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