But proprietary cables and chargers are better for upsell. If the company sincerely wanted to reduce tech waste in landfill, after all, it would make its phones compatible with a global connection standard rather than a proprietary one before being forced to do so by regulatory pressure. But I do strongly suspect that Apple found a genuinely worthwhile idea more appealing because it could be used to squeeze out bigger profits. To be clear, I’m not saying the environmental justification was entirely disingenuous. The company also stopped including EarPods in iPhone boxes, which means more AirPods sales. And of course Apple will still happily sell you an adapter for an extra $19 if you haven’t got one lying around.
Handy, then, that the move also enabled Apple to reduce the size of boxes and cut costs without lowering the price. In 2020 Apple made the decision to stop including a power adapter with new iPhones, using the pretext that most customers already owned one, and that they were all ending up in landfill.
It all started, for me at least, with the charger. For now this is merely a rumor.) But the idea that the strap won’t be included in the box is sadly compatible with Apple’s broader strategy in recent years. (And it’s entirely possible, we should stress, that it will be.
If you spend that sort of money on a product, you’d hope that comfort would be priced in. But this strap is depicted nowhere in the press photos, and (according to the Bloomberg reporter Mark Gurman) is likely to cost extra on top of the standard $3,499 price tag. One of the quirkier stories we covered last week centered on a simple Velcro strap.Īpple’s upcoming Vision Pro headset, you see, is rather heavy, and the company seems to have addressed possible issues with comfort by adding on an extra strap that goes over the top of the user’s head. We call it Apple Breakfast because we think it goes great with a Monday morning cup of coffee or tea, but it’s cool if you want to give it a read during lunch or dinner hours too. Welcome to our weekly Apple Breakfast column, which includes all the Apple news you missed last week in a handy bite-sized roundup. If Apple is worth $3 trillion, why does it keep nickel and diming us?
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