The Apple iPhones 2018 are an impressive trio. The iPhone XS and XS Max have impressive OLED screens and solid designs, and the cheapest XR – while boasting an LCD panel – is no less impressive from a technical standpoint; All three devices are equipped with Apple's Aion Bionic chipset and are among the most powerful smartphones on the planet today. Even the occasionally annoying Face ID can not take away the fact that the latest Apple blowers are fantastic.
But there is a big problem with these phones, and this has nothing to do with hardware and everything to do with Apple's business practices.
As we all know, Apple charges a premium for its phones – the infamous "Apple Tax," according to company critics. Compared to Android phones with similar specifications on the market, Apple devices cost a little more; an understandable increase when you consider that the company will undoubtedly go the extra mile to ensure that your phones have that additional skewer and polish ready for use. Having that logo on the back of your device costs, but for most fans, it's worth the investment.
Despite asking you for more than your products, Apple seems to enjoy rapidly changing its customers at every available opportunity. IPhones 2018 are a shining example of this; all of them support fast charging, but none comes with a charger capable of providing the right amount of power for this feature.
For Apple advocates, this may not seem like a big deal; after all, they are accustomed to this practice. But for anyone else, it's almost criminal. We can not think of a single Android phone we own (or have reviewed) that supports fast charging and is not shipped with the necessary charger in the box; is an essential feature and as such most Android phone makers realize that their customers want to use it on the first day instead of needing to shell out more money to access it. What's the use of announcing that your phone charges quickly when you need to pay more for the privilege?
Apple's approach is to bundle the same payload that it has been using for years with its new iPhones – one that does not support fast loading – and then expect its fans to spend over £ 70 (£ 20 for USB Type-C). cable and £ 50 for the Apple 29W Rapid Charging Pack) to access this feature. Granted, Apple says you can use other charging pads that support fast charging, but if you only owned Apple devices, you're unlikely to have one around the house – so you're going to have to spend some money.
The bad news does not end there if you're an Apple fan. While the iPhone XS, XS Max and XR come with a pair of wired headphones compatible with Lightning, the phone does not come with a dongle that allows you to use a pair of 3.5mm cans. "And?" the faithful of Apple no doubt will say. "At least you have a pair of headphones, right?" That's true, but compare what Google offers with its shiny new Pixel 3 – you not only get the Type C USB headphones but also a 3.5mm dongle if you want to use your own pair (and yes, the Pixel 3 charger supports fast charging, too).
Google clearly understands that giving the consumer choice is the key to a successful shopping experience; So why is Google – and companies like Google – not smoking Apple altogether in the smartphone arena? Why, if Apple is such a bad company when it comes to stealing their consumers, does everyone seem to have an iPhone? Simple – Apple removes the choice, but it makes the consumer think it's positive.
Remember when Apple dropped the 3.5mm headset jack on the iPhone 7; The Apple company's line was that it "took courage" to make the change; as if it were doing something painful to benefit the end user. Of course, it had absolutely nothing to do with the fact that the company also owns Beats by Dre, a headset company that manufactures many wireless cans – or that Apple was releasing its own brand of super-expensive AirPod headphones – honest Apple removed the choice in a way that was totally anti-consumer, but its average Apple fan is so overloaded on the Kool-Aid iPhone that it barely blinked; they just picked up some AirPods (a snip at £ 160!) and forgot about the 3.5mm connection.
Where Apple goes, the industry follows, and now there are a lot of Android phones on the market that also have abandoned the headset jack. However, Apple is the facilitator here; any other company would never have escaped that and certainly could not get your phone to support a quick charge, but then fail to include the correct charger in the box – with a phone costing over £ 1000.
However, Apple's almost fanatical fan base will withstand almost every mistake to stay true to the brand, which is why the company continues to do acrobatics like this. Why include a fast charger in the box when you know that getting out of it will make zero difference to the average iPhone buyer? This is an extra that Apple can potentially do for sale on the iPhone (even more if you include the 3.5mm dongle in the equation). You can hardly blame the company on this; this is an extra and valuable recipe. In fact, it seems to me that your average Apple fan likes to have to offer additional money to his technological God; so it is some kind of penance that somehow improves its position in the eyes of the Church of Cupertino.
Will this situation ever change? I can not see this happening simply because, unlike any other company in the face of this spinning globe, Apple is almost bulletproof in the eyes of its defenders. It is easy to see why this is also the case; I use a MacBook Air as my main working computer and I love it – it's sleek, easy to use and cozy – all the things my last Windows-based laptop was not. Although I am an Android user first, I have owned several iPhones in the past and the user experience is almost always superior (Pixel 3 is perhaps the first Android phone I've used, which seriously defies this). And even if Google made a phone that "out of the iPhone", it would still lack the walled garden almost impenetrable that is the ecosystem of Apple; a series of products and services that, when used together, provide continuous and uncomplicated experience.
That's what people pay when they buy Apple products, and that's why they apparently stand up to all sorts of shady business practices to ensure they get a device with the famous logo on the back. Blind devotion? Not always. Worrisome? Yes, because until consumers position themselves and demand better treatment, Apple will never change.
Thanks to Mobile Fun for providing the iPhone XR and iPhone XS Max used in this feature.