Apple's CEO Admits to PR Blunder With Battery SNAFU

Apple’s CEO knows they committed a major faux pas, and he’s penitent … sort of.

My colleague from across the pond, Ally Winning, previously reported that Apple admitted to intentionally slowing down older iPhones to reduce the power draw from overtaxed batteries. Last year’s iOS update added the “power management” feature to the iPhone 6, 6 Plus, 6S, 6S Plus and SF, while iOS 11.2 covered the iPhone 7 and 7 Plus.

And it’s entirely understandable … to a point. Batteries are expensive (especially the sort that usually requires a trip to the Apple Store). But for Apple to slip in a whopper like that surreptitiously reeks of the sort of Big Brother machinations the company railed against in the ‘80s.

In a recent interview, Apple CEO Tim Cook admits they could’ve been a tad more forthcoming about tinkering with users’ devices. But he wasn’t entirely apologetic.

"When we did put it [the software update] out, we did say what it was, but I don't think a lot of people were paying attention," Cook said.

Sorry, but ... not sorry. Your fault for not hiring a lawyer to peruse the TOS agreement.

"Maybe we should have been clearer, as well," he said.

To their credit, the Cupertino giant did initiate a $29 battery replacement program, but in the future, they might avoid taking PR lessons from the Ministry of Truth.