Tim Cook comments on Apple’s controversial new iPhone battery case

By , Dec 9, 2015

iPhone 6s Smart Battery Case 1

Tim Cook on Wednesday attended one of Apple’s Hour of Code events in New York, where he fielded questions regarding his company’s new iPhone battery case. Mashable’s Lance Ulanoff asked the CEO if he was excited about the new case, which many folks have started referring to as “the hump.”

“You know, I probably wouldn’t call it ‘the hump,'” he said, adding that Apple was well aware of the comments being made about the Smart Battery Case. He went on to talk about some of the advantages of it over competing products, such as how easy it is to attach and remove the case from your phone.

As you probably know from being a user of this now,” said Cook as he grabbed my iPhone 6, which was sporting the new case, “one of the real insights here is, have you ever used other cases and tried to get them on?”

Cook was pointing out the issue with cases, like those from Mophie, that are so rigid it takes considerable strength and patience to put them on and take them off.

“If you make this solid all the way across,” said Cook, indicating the spots where the Apple case’s embedded battery stops and you just have the soft fluoroelastomer casing, “in order to get it on, you’d find it very difficult to get it on and off.”

“So the guys had this great insight to put the bend in along with making it a smart case,” Cook explained.”

Cook wrapped up his comments by saying, “if you’re charging your phone every day, you probably don’t need this at all. But if you’re out hiking and you go on overnight trips… it’s kind of nice to have.”

For those who missed it earlier this week, Apple launched the $99 Smart Battery Case for the iPhone 6 and 6s Tuesday morning. The case is made of mostly silicon, and can increase talk time up to 25 hours. It also charges via Lightning cable, and can display its power level on the iPhone’s Lock Screen.

The case has been largely controversial within the tech community, with many claiming that it shows poor design taste and a lack of focus by Apple—some have even gone so far as to say the release is “concerning.” That said, our very own Jeff Benjamin went hands-on with the case, and he likes it.

Source: Mashable

  • Share:
  • Follow:
  • Mr.Coolfreak

    The case doesn’t add 25 hours of battery life, iPhone battery + the case equals up to 25 hours. The case has about 72% of the iPhone 6s battery

    • Melvco

      *increases talk time up to 25 hours. Yes this was improperly worded, and fixed. Thanks!

  • Jackson Grong

    Don’t buy this ugly, get an small external battery(like the Anker Astro E1), and keep the beautiful expensive phone as it is.

    • tariq

      Powerbanks are the best thing ever! One of best investments you can make.

  • Linton Findlay

    Still doesnt explain the omission of a switch! all this talk of fitting multiple smaller batteries in the new macbook too, you’d think apple would have been able to optimize for a full charge out of the case

  • teris

    it is time Mr Cook to find a better battery life for the iPhones and not making buggy ios. We have to carry our charger wherever we go. This is ridiculous.

  • Lordrootman

    time to jump 6S battery to equivalent of 6SPLUS thats it

  • I actually like the case, just about all other battery cases are hard plastic. It’s soft and only thick where the battery is. I only don’t agree with its pricing but its okay I’ll never get one 🙂

  • James G

    Manufactured outrage to drive page views. The case is fine for those who like a case that adds bulk plus battery life. And Tim brings up a good point about being designed for ease of inserting/removing the phone from the case.

  • Unknow Unknow

    Fuckking ass cook that shitte is ugly and even have one hour of dising is just fuckking 5 dollars case with a battery stick in it so now he said Murphy case is shitte vs their shitty case wtf wtf stupid idiot

    • LOL, easy cowboy, its just a case, don’t tear your a ss up over it!

      • igorsky

        That’s what happens when a blog doesn’t have a minimum age requirement for posting.

  • Unknow Unknow

    Now you see people here is the innovation of Apple, Apple is revolutionary the battery case market with this case I can’t wait for the s’ model next year

  • Mike

    “So the guys had this great insight to put the bend in along with making it a smart case,” Cook explained.

    LMAOOO!!!!!!!! Smart case are you serious? a case does not need to be smart. I think Tim Cook needs to get a little smarter to understand how to work a simple case. Lol poor guy

    • Okada San

      Perhaps he meant smart as in snazzy, not smart as in smart phone.

      • George

        Just as dumb as the magic keyboard.

  • Guy

    $49.99 Phone 6 (6s) Battery Case, SOLEMEMO® Ultra Slim (only add 0.16 inches of thickness and 2.4 ounce of weight) 2400mAh

    Looks like a standard iPhone case

    • half the price, looks good too!

    • Xee

      Looks good and the price is about right. Is there a 6 Plus version?

    • Shinonuke

      That case is really nice. $50 is still kinda high for me. The Solememo is great for people who doesn’t use a dock or a speaker system with built in dock. The Apple smart case allows user to use their docking without having to remove the case. Just saying

    • igorsky

      Greatly reduces iPhone signal. Read the reviews.

      I think over time, when people start to do a little research instead of having childish knee-jerk reactions, people will realize that the Apple battery case is actually a pretty damn good option.

      • Guy

        I’ve seen others with plastic bumpers to help with the signal issues.

  • mrgerbik

    hrmm I have a better idea: PUT a LARGER BATTERY INTO THE PHONE

    • YES!!!!!

    • I’m sure the thought would’ve never crossed his head. Its much better to design a 6mm phone and then design a case with a 12mm hump.

    • Dan

      But then you wouldn’t have to pay an extra 100$.

      • mrgerbik

        good point…

  • LOL do I buy cases on the basis oh how difficult they are to get on or off? Or do I buy cases based on their form factor? Such a tough decision, don’t we all remove cases everyday cuz we’re teenage girls? Hmmm?

  • I bet Jony Ive is still shaking his head right now on the battery case’s design. “Unapologetically ugly” he would voice over if a new ad is released with this product.

  • iPhoneWINS

    yup terrible design indeed.. and why no 6+ version ?

  • watsgongon

    Dont call it a humpback!

  • mav3rick

    Ive couldn’t even look at this. He is now commenting on fashion… Just pathetic device, design and explanations. They just keep going lately for a flop show. Even rubber is cheap when checking it in store. But hey, there are new $800 Lightning headphones, too!

    • George

      I lost respect when they tried to push the apple watch as a fashion device first. That thing is ugly af to be considered fashionable.

  • h4nd0fg0d

    Cook is tres pathetique