You Give Me Fever
When consumers say a CE product is ‘hot’, that is usually a good sign, however, despite the positive expectations and strong pre-orders, the new iPhone 15 series is hot, but not necessarily in a good way. It seems that some consumers have found that their new iPhone’s have been getting hot, hot enough that they automatically shut down until they can cool down. While this does not seem to be a widespread problem, it does seem to happen across the entire iPhone 15 line, which tends to end the speculation that it is related to the Titanium shell that is used on the iPhone 15 Pro and Pro Max. While the internet was abuzz with speculation about why this might be happening, such an issue can quickly become a marketing nightmare, as it did for Samsung (005930.KS), when it was forced to recall 2.5m Note 7 smartphones in September of 2016 when they were found to not only overheat, but also catch fire due to battery issues.
Apple (AAPL) has responded to the on-line furor over the weekend, making the following statement:
“We have identified a few conditions which can cause iPhone to run warmer than expected. The device may feel warmer during the first few days after setting up or restoring the device because of increased background activity. We have also found a bug in iOS17 that is impacting some users and will be addressed in a software update. Another issue involves some recent updates to 3rd party apps that are causing then to overload the systems. We are working with these app developers on fixes that are in the process of rolling out.”
What is Apple actually saying? Your phone will be hot for a few days after you start using it because things are running in the background that will stop after a few days. What things and what are they doing, and what will they be finished with in a few days? What ever these ‘few conditions’ are or why they are running the phone hotter than normal, Apple did not say. Is the bug in iOS 7 part of the overheating problem, and when will it be addressed in a software update? What are the ‘3rd party apps doing that would overload the system? Are they demanding too much processor time or bandwidth? When will this be fixed, whatever it is?
We give Apple credit for at least addressing the issue quickly, however the bigger question is whether Apple will disclose the actual issues and whether the software fix will affect the abilities of the iPhone if it is the only alternative.in the near-term. Apple lost a $500m class action lawsuit in 2020 for throttling the performance of some iPhones in order to fix processor and battery problems without informing consumers and faced similar suits in Europe. It will be essential that Apple is honest with consumers, about the issue and the fix, given past history. If they need to throttle performance to avoid the issue until a more permanent fix can be found, that’s fine (coming from an Android user), but more specific details are necessary to keep the general public from becoming wary of problems with the iPhone 15 series, and you know competitors will use that to their advantage whenever possible. Waiting for the “Forged in Fire and still on fire!” YouTube videos…
Apple (AAPL) has responded to the on-line furor over the weekend, making the following statement:
“We have identified a few conditions which can cause iPhone to run warmer than expected. The device may feel warmer during the first few days after setting up or restoring the device because of increased background activity. We have also found a bug in iOS17 that is impacting some users and will be addressed in a software update. Another issue involves some recent updates to 3rd party apps that are causing then to overload the systems. We are working with these app developers on fixes that are in the process of rolling out.”
What is Apple actually saying? Your phone will be hot for a few days after you start using it because things are running in the background that will stop after a few days. What things and what are they doing, and what will they be finished with in a few days? What ever these ‘few conditions’ are or why they are running the phone hotter than normal, Apple did not say. Is the bug in iOS 7 part of the overheating problem, and when will it be addressed in a software update? What are the ‘3rd party apps doing that would overload the system? Are they demanding too much processor time or bandwidth? When will this be fixed, whatever it is?
We give Apple credit for at least addressing the issue quickly, however the bigger question is whether Apple will disclose the actual issues and whether the software fix will affect the abilities of the iPhone if it is the only alternative.in the near-term. Apple lost a $500m class action lawsuit in 2020 for throttling the performance of some iPhones in order to fix processor and battery problems without informing consumers and faced similar suits in Europe. It will be essential that Apple is honest with consumers, about the issue and the fix, given past history. If they need to throttle performance to avoid the issue until a more permanent fix can be found, that’s fine (coming from an Android user), but more specific details are necessary to keep the general public from becoming wary of problems with the iPhone 15 series, and you know competitors will use that to their advantage whenever possible. Waiting for the “Forged in Fire and still on fire!” YouTube videos…
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