When it was revealed that Apple slowed down the performance of the processors on its devices according to the "aging" of the batteries, a feeling of indignation for this practice was created.
Apple now faces dozens of class action lawsuits in the United States for degrading the performance of iPhones. Earlier this month, France's consumer fraud watchdog said it is investigating Apple for planned obsolescence, which is illegal in the country.
Finnish software company Futuremark later assessed and disproved the theory that Apple was throttling older models with software updates.
In a statement, the watchdog said the two companies pushed software updates to phones "without reporting the possible consequences" of the update and without information to maintain the performance they were promoted as having when they were sold.
The update, set to launch as a test version next month, will also allow iPhone users to see the health of their battery. Although Apple slowed down handsets in an effort to stop phones shutting down out of the blue, many felt deceived since they had implemented the feature without first informing customers.
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Quick backstory: announced in early January that owners of the iPhone 6, iPhone 6s, iPhone 6s Plus and iPhone 7 could in their phones for just $29. Users will also be able to decide whether they would like their iPhones to slow down and save battery life.
Tim Cook says a future iOS update will give older iPhone users the option to disable Apple's ramping down of performance, which Apple claimed was done to improve power management and prevent unexpected shutdowns in many iPhone 6 models.
Mr Cook seemingly addressed the issue in his ABC News interview, stressing the company's apologetic tone. "We will tell somebody 'We're slightly reducing your performance by some amount in order to not have an unexpected restart.' And if you don't want it, you can turn it off".
"Now, we don't recommend it because we think that people's iPhones are really important to them, and you never can tell when something is so urgent and so, our actions were all in service of the user".