Apple’s new Smart Battery Case represents the worst of Apple and the iPhone. For years articles have been popping up notifying Apple that consumers don’t care about incrementally thinner iPhones. Tech enthusiasts who have a voice (bloggers, journalists) have been telling Apple to give people more battery life. Did Apple listen? No. Instead, they created another incrementally thinner iPhone — and then debuted a clunky battery case! I’m an Apple fanboy through and through, but this is one product I can’t just accept as awesome just because it came from the goose that lays the golden eggs. This egg is rotten. Today I’m taking a stand.
Apple: the iPhone Smart Battery Case is ugly. It’s un-Apple. It’s probably as good as a battery case could look — but I hate it. I hate the idea of it. You’re trying to up-sell me a feature (for $99) that I wanted included with my iPhone — more battery life. And if you had included more battery power in the iPhone itself, instead of in this offensive accessory, I’m sure the overall result would have been thinner than the iPhone 6s coupled with your new battery case.
In review after review of iPhone cases, I’m constantly saying that I love the naked iPhone and that I hate cases that make it bulky. I’ve typed the sentiment that a bulky case has to offer functionality that is beyond amazing in order for me to want to use it daily so many times that I’m literally sick of it. And battery cases are least on my list of items that I’d want to use every day.
My favorite iPhone case in the world is the Peel case which is ultra-minimal. It’s as close to using a naked iPhone as it comes.
I don’t like the bulk battery cases add but I also don’t like what they do to the phone’s sound (even if they funnel sound to the front). I don’t like that many headphones and other accessories don’t work well (or at all) with battery cases. And in the case of the Smart Battery Case in particular, I don’t like that it looks like the iPhone sprouted a growth on it’s back.
To be honest, Mr. Cook, I don’t care about Apple’s bragging rights in terms of thinness of the iPhone. You’ve shown time and time again that you CAN make the iPhone thinner. But that doesn’t mean you SHOULD. Be the company that says, “We’ve listened to our customers and we’re brave enough to end the cycle of thinness-as-oneupmanship. The iPhone is thin enough. Today we’re announcing the best phone battery life on the planet — double the capacity of the iPhone 6s.” That’s an announcement that would excite people. You’re masters of marketing — take a stand and promote it. That’s what I want. That’s what we want. That’s what we’ve been telling you for years now.
For the first time in many years I’m genuinely disappointed with you Apple. I love my iPhone, I love my MacBook Air, I love my Apple Watch and I love my Apple TV. But I despise the Smart Battery Case. It’s an insult. It’s a shame. I wish you would have just listened to your fans and consumers in the first place.
I’d like to say please listen for the iPhone 7 — but I think you’re going to do whatever you want anyways. And there’s something sad about that.