Apple’s Smart Battery Case juices iPhone, drains wallet video

9 Dec 2015 | Author: | No comments yet »

Apple launches Smart Battery case for iPhone 6 and 6s.

Apple has released its first smart battery case, joining a fleet of third-party accessory makers including Mophie who produce iPhone cases with an extra battery built in. Unlike most third-party battery cases, Apple’s solution for having a battery boosting case involves soft silicon edges and a big hump right in the middle of the phone.

A variety of battery cases from competitors are already on the market to capitalize on widespread complaints from iPhone users’ about their device’s unsatisfactory battery life. The case spells good news for users desperate to extend their battery life but unwilling to purchase Apple’s large-screen iPhone 6 Plus and iPhone 6s Plus, which offer up to 24 hours of 3G talk time. But unlike competing products, Apple’s, which touts the fact that it is “designed by Apple,” has a battery that sticks out, prompting criticism from reviewers. But there’s another element at play here: the biggest name in battery cases is Mophie, and Mophie has tons of patents on the design and functionality of these things. Wired called the product “so ugly it’s almost sarcastic.” Apple has long been known for paying far more attention to the look of its products compared to its traditional competitors.

Samuel Gibbs, technology reporter for The Guardian, described it as being “stuck like a lump” on the outside of the case, and said the overall design looked “like a cheap Chinese knockoff.” His colleague, technology editor Alex Hern, was even less charitable, questioning why Apple’s newest phone “requires a $99 [US] tumour to last from 7 a.m. to 11 p.m.” instead of being made “two millimetres thicker in the first place” for longer battery life. Citing sources with knowledge of the plans, 9to5Mac.com reports that Apple is planning to unveil its second-generation Apple Watch at an event in March 2016, with the new Watch shipping by April.

The first claim lays out, well, a Mophie battery case — and any other case that has all of these (paraphrased) elements would infringe on Mophie’s patent: 1. The Cupertino, Calif.-based firm has also been working on a new “iPhone 6c” with a 4-inch display that could make its debut at the March event, according to 9to5Mac.com. A lower case that contains a battery and sides that extend along a mobile device, with internal and external power connectors, and an on / off switch. It also has what Apple calls an “intelligent battery status,” which lets users know how much juice their phone and case still have from the lock screen. And when you’re entire world is made up of Lightning cords around your home, car and office, having to remember to pack a non-Apple cable is a pain.

And as The Wall Street Journal points out, similar third-party cases tend to have higher battery capacity at lower cost, with ancillary options like turning the case on and off. Of course, there’s also been chatter of fancier batteries in Apple’s future, with prior reports of innovations like rechargeable hydrogen fuel cells for phones. For good reason: A third of adults see “improved battery life” as the smartphone feature they are most excited about, the leading answer in a Fortune magazine survey of 1,000 people taken online in January. There’s also any number of design patents at play here; virtually every popular Mophie case has a design patent on its ornamental, nonfunctional elements. (For example, newer Mophie cases have a detachable bottom part; the company has design patents on that variation.) If you look at the rest of the battery cases out there, you’ll notice that most companies stay away from Mophie’s two-part design: the vast majority of cases use snap-on bezels, while a few use sled designs.

By charging hard in the other direction: making a single-piece case with a floppy top and a bulging battery that has nothing in common with various patented Mophie designs. (Bonus points if you also spotted the lurking trade dress issue: lots of people call these cases “Mophies” regardless of brand, and by creating a totally distinct design, Apple also sidestepped any potential likelihood of confusion with the Mophie products.) So that’s my theory — Apple didn’t have a comment when I asked. But it’s hard to see how a company as designed-focused as Apple ends up with a battery case this strange without acknowledging that they were late to market, faced a meaningful competitor with a strong patent portfolio, and perhaps just did what it had to do.

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