IPhone 14 in particular, comes with an unexpected and much-wanted tweak that could make some Android users convert iPhone. However, Apple didn’t even mention this revolutionary upgrade at its launch.
Already againit makes sense that Apple wants to maintain this important design change. The company has good business reasons for this. Let me explain.
Apple’s user-friendly secret
Apple is famous for its tight restrictions on home repairs.
iPhones and iPads are connected with special screws and quarrelsome glue. When you manage to replace the cracked iPhone 13 screen yourself, you will find that the phone has lost its automatic brightness and ambient light adjustments. The only way to keep these features intact is to pay for an authorized repair by Apple technicians who can use a special connector to update the expected screen serial number.
However, the recently introduced 14 series of iPhones introduced some radical design changes that make repair much easier than any iPhone released in the last six years. Independent companies and phone repair enthusiasts such as iFixit and Zack Nelson (JerryRigEverything) agree that this update changes the rules of the game. Both the screen and the back panel are relatively easy to remove, making the handling of common phone repairs a breeze. This includes replacing a cracked screen or a full glass rear panel, and you no longer have to disassemble the whole thing to replace your scratched camera lens.
“These changes to the iPhone will help it last longer and reduce its overall impact on the planet,” noted iFixit. “With any luck, it will inspire other producers to follow suit.”
In Zack’s iPhone 14 crash, Nelson said the parts that get damaged most often are easy to fix on the iPhone 14. “I think the iPhone 14’s screen and back glass are now even more repairable than most Android phones. which is something I never thought I’d say. ”
Note that this wasn’t a minor design change to grab and hide – it’s a complete redesign of the iPhone’s internal design. Every element inside the iPhone has been moved to accommodate the new frame structure.
Why isn’t Apple banging the table on this great update
This is perhaps the most user-friendly change to the iPhone platform in years, but Apple is silent on it. Here’s how the iFixit team describes the situation:
All our – and your – work has paid off. Our advocacy, lobbying, shouting in the streets. We convinced Apple’s design team that maintainability matters. Now we need your help to convince their marketing team to talk about it.
Here is the offer. Apple would sell the vivid daylight of the excellent repairability of the iPhone 14 if it were to steal customers to its target Android audience. But that’s not exactly the idea. Some Android users are more price conscious than Apple’s almost fanatical enthusiasts. Cupertino is not interested in generating additional sales if it also needs to lower the price.
This is especially true in the age of limited semiconductor supplies. Apple can already sell as many iPhones as it can produce. In this market, there is no need to lower the margin of the iPhone.
The company can also ensure that an easy-to-repair phone stays in your pocket longer. Apple still wants you to buy a new iPhone as often as possible, preferably every year. Why extend the life of a highly profitable product?
Apple still won’t open the door to home repairs or alternative repair shops. The iPhone 14 screen replacement will still remove some useful features due to the missing serial number update, even if you have an authentic screen from Apple factories in your hands.
What’s the big idea?
Instead, it looks like Apple is looking to increase its profit margin on full-featured iPhone repairs. Replacing the rear window of your iPhone 14 Pro Max can be extremely simple, with less risk of unsuccessful repair and less service time. Apple still charges $ 549 for this replacement, however. That’s more than last year’s cost of $ 399 for the same service on the iPhone 13 Pro Max.
It’s hard to say how important AppleCare repair service is to the company’s top and bottom lines. Apple does not include sales or operating profits for this segment in its financial statements, linking its results to advertising, digital content, and revenue from payment services within the services division.
But services are Apple’s second-largest business category, after selling only the iPhone. It is also the fastest growing part of the company’s business. Everything Apple can do to expand profit margins in this key segment should be considered.
Facilitating iPhone repair is a great example of this idea to increase your profits. Apple is not shy about making huge profits, which explains why many long-term investors love these stocks.
Anders Bylund has no positions in any of the listed shares. Motley Fool has positions and recommends Apple. Motley Fool recommends the following options: $ 120 long calls in March 2023 on Apple and short calls for $ 130 in March 2023 on Apple. Motley Fool has a disclosure policy.