The Cupertino, California-based tech giant, Apple Inc., issued an apology to its customers for secretly slowing down the performance of older iPhone models, a move it said was needed to prevent unexpected shutdowns linked to the tired battery.

A lot of customers took Apple’s move as a way for it to upsurge demand for newer iPhone units, their speculations supported by the fact that Apple did not immediately unveil the slowdowns or its reason for them.

As a result, a series of lawsuits filed against the company after news of the battery issue stoked concerns that Apple was unfairly pushing consumers to upgrade.

“We know that some of you feel Apple has let you down. We apologize,” the company said in a message to its customers.

“We’ve always wanted our customers to be able to use their iPhones as long as possible. We’re proud that Apple products are known for their durability, and for holding their value longer than our competitors’ device.”

Apple added that it will discount replacement batteries from $50 to $29 starting in late January through December 2018. New batteries had formerly priced $79 for those who did not buy the Apple Care maintenance plan.


“We apologize,” Apple wrote on its website.

“We have never – and would never – do anything to intentionally shorten the life of any Apple product, or degrade the user experience to drive customer upgrades.

Apple also said it will release an update to its operating system early next year to allow users have a better understanding of the condition of their battery, so they can see if the aging battery affects the phone’s performance.

“As always, our team is working on ways to make the user experience even better, including improving how we manage performance and avoid unexpected shutdowns as batteries age,” the company said.

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