Apple Scandal Case Study

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How has Apple been affected by the battery scandal? Apple is a technology company based in Cupertino in California, they are the biggest company in the world with as stated by Statista. (2017) “a market value of 752 million U.S Dollars”. While Apple’s incredible success has lead them to the top, recently it was revealed that they had hidden software updates that would affect the performance of certain iPhones. Clover, J. (2018) states “The power management issue impacts the iPhone 6, iPhone 6 Plus, iPhone 6s, iPhone 6s Plus, iPhone SE, iPhone 7, and iPhone 7 Plus, but only in situations where battery health has declined. Affected iPhones see throttling during times of peak power usage, such as when running a benchmark.” This has left many consumers unhappy as they were not told in the patch notes that the change had been implemented. Having received so much backlash, EverthingApplePro. (2017) stated in his video that “The …show more content…

(2018) “In our best case scenario, 10% of those 519M users take the $29 offer, and around 30% of them decide not to buy a new iPhone this year. This means around 16M iPhone sales could be at risk, creating ~4% downside to our current revenue estimate for C2018” This loss of profits could be huge for Apple, as their release schedule has a new generation of phones coming out every year, and they encourage customers to upgrade on a one year cycle. This potential loss in sales will mean Apple will have to sell more iPhones next release cycle, in order to cover the R&D of making a new device. Furthermore, Apple is losing a lot more profit because of the reduced price battery replacements on certain iPhones, which used to be $70 and have been reduced to just $30. Taking data from Barclay’s analysts, we can do some simple maths to gain a rough estimate of just how much profit Apple will lose, and it comes in at a massive 2 billion USD. This loss is gigantic, even for a behemoth of a company like

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