Recently, the "frequency down gate" incident that Apple has encountered has become more and more serious, and users around the world have expressed dissatisfaction. At present, Apple has finally apologized for this matter, and once again explained that the frequency down is really not to force users to buy new iPhones, but really to prevent the machine with aging batteries from accidentally shutting down, and gave the following solutions and key points:

• All machines launched later, including iPhone 6, can be replaced with new batteries for 218 yuan from January 1, 2018 to the last day of 2018. In other words, even the iPhone X can use this price to replace a new battery, which is very good.

• In the iOS update at the beginning of next year, a function will be added to check whether the battery of your iPhone is aging and causing performance degradation.

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Recently, we have been listening to users' opinions and feedback on our handling of iPhone performance with earlier batteries, as well as the communication and explanation of this handling method. Some users are disappointed with Apple. Here, we sincerely apologize. There are many misunderstandings about this issue, so we want to clarify the reason and explain some changes we are making.

First and foremost, we have never, and will never, intentionally shorten the service life of any Apple product by any means, nor will we reduce the user experience to force everyone to upgrade their devices. Our goal has always been to create products that are popular with users, and extending the service life of the iPhone as far as possible is an important part of it.

Battery life

All rechargeable batteries are consumable parts. Their service performance will decrease with chemical aging, and their storage capacity will gradually decline. The time and times of battery charging are not the only factors affecting its chemical aging.

What will affect the service life of the battery is also the way the device is used. For example, if the equipment is placed in a high temperature environment or charged in a high temperature environment, the battery will age faster. These are the chemical characteristics of the battery itself, as well as the common characteristics of lithium-ion batteries in the whole industry.

The ability of older chemical batteries to cope with peak loads is also declining, especially when they are in a low state of charge. In some cases, this may lead to sudden and unexpected shutdown of the equipment.

In order to help users better understand the rechargeable battery of the iPhone and the various factors that affect the battery performance, we released a new supporting article, iPhone Battery and Performance.

There is no doubt that this sudden and unexpected shutdown is unacceptable. We don't want any user to miss the call, miss the opportunity to take photos, or affect their iPhone experience in any other aspect. We hope we can try our best to avoid this situation.

Prevent accidental shutdown

About a year ago, we included a software update in iOS 10.2.1, which is designed to improve power management under peak load, to avoid accidental shutdown of iPhone 6, iPhone 6 Plus, iPhone 6s, iPhone 6s Plus, and iPhone SE. In this update, iOS can flexibly manage the maximum performance of some system components when necessary to prevent accidental shutdown. These changes are usually invisible, but in some cases, users may find that the startup time of some apps has become longer, and the performance of some apps has become weaker.

Users' feedback on iOS 10.2.1 is positive, because it successfully reduces the occurrence of accidental shutdown. With the launch of iOS 11.2 update, we also extended this support to iPhone 7 and iPhone 7 Plus.

Of course, if you replace the chemically aged battery with a new one and use it under normal conditions, the iPhone will return to normal performance.

Recent user feedback

This fall, we began to receive feedback from some users who found that under certain circumstances, iPhone performance slowed down. Based on our experience, we initially thought it was caused by the combination of these two factors: when the operating system was upgraded, IPhone has a normal temporary impact on performance caused by installing new software and updating applications, as well as minor errors that have been fixed in the initial version of the system update.

We now believe that the continuous chemical aging of the batteries on the earlier iPhone 6 and iPhone 6s is another factor affecting these user experiences. Many of these devices are still using the original battery.

Address user concerns

We have always wanted to extend the life of the iPhone as much as possible. Apple's products are famous for their durability. We are proud that they can maintain their original value for a long time.

In order to address users' concerns, express gratitude for their trust, and let anyone who may have doubts about Apple's starting point regain confidence in us, we have decided to take the following measures:

• Apple reduced the price of batteries replaced after the warranty period by 390 yuan, from 608 yuan to 218 yuan. This move is aimed at users who need to replace batteries for iPhone 6 and subsequent models, and will last from the end of January to December 2018 worldwide. The detailed activity information will be published on apple. com/cn in the near future.

• At the beginning of 2018, we will release an iOS software update, in which new features will enable users to better understand the battery health of the iPhone, and users can see for themselves whether its condition affects performance.

• Our team is committed to making the user experience better as always, including improving our ways and means of performance management and avoiding unexpected shutdown caused by battery aging.

For Apple, user trust means everything. We will unswervingly strive to win and protect this trust. It is because of your belief and support that we can engage in the work we love. We will never forget this or take it for granted.

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