Since smartphones came into the public eye, Apple has gradually become a leader in the tech world with the iPhone. However, the high repair cost after the problem of Apple products has always been a common concern of consumers. Until recently, Apple announced a major policy change that will drastically reduce the price of iPhone repairs from 2024, what is the hidden reason behind this?
Excessive maintenance costs make consumers "prohibitive"
Looking back on the past few years, the repair price of iPhone has remained high, which has "discouraged" many users. Take the iPhone 15 Pro Max as an example, it costs 3198 yuan to replace the screen alone, 1548 yuan to replace the back glass, and 5699 yuan to replace other damages. For the average consumer, such a high repair cost is indeed daunting.
Even with the AppleCare+ warranty plan, you can only slightly reduce the cost of repairs. AppleCare+ itself costs 1,599 yuan, the repair fee for the screen or back glass drops to 188 yuan, and other accidental damage costs 628 yuan. Although it is much cheaper than the original price, considering the cost of AppleCare+ itself, for many users, this model of "pay a high fee first, and then reduce it later" is still unacceptable to many users.
These high repair costs not only discourage users, but also bring opportunities for some third-party repair services. Many consumers would rather opt for a relatively inexpensive third-party repair than afford the high cost of Apple's official service. But this also brings new problems: the quality of third-party repairs is uneven, and sometimes it can affect the normal functionality of the phone.
As a result, Apple faces a dilemma: on the one hand, keeping maintenance fees high is good for its own profits, but it will cause consumer dissatisfaction; On the other hand, if the control of third-party maintenance is too relaxed, it may affect the user experience of the product. Striking a balance between profit and user experience is obviously a difficult decision.
After weighing the pros and cons, Apple finally made up its mind to reform
Until recently, Apple finally announced a major repair policy reform: from 2024, support for iPhone third-party screens and battery accessories will be fully opened, and battery health features will also be compatible with third-party batteries. This means that iPhone users can choose to use third-party accessories when repairing, and at the same time, it will not affect some of the key functions of the phone.
This is undoubtedly a huge change. For a long time, Apple has maintained strict control over product repairs, trying to maintain its profit margins through high repair fees. However, with the continuous improvement of consumer awareness and the rapid development of the third-party repair market, Apple finally had to make adjustments.
In fact, back in 2019, Apple began piloting the "Independent Repairer Program" in some countries, allowing third-party repairers to obtain Apple authorization, which allows them to obtain official parts and repair documentation. But the rollout of this policy has been slow and has only recently been truly global.
Analysts believe that the main reasons why Apple made this change are the following considerations:
User experience: For a long time, excessive maintenance costs have been a pain point for Apple users, affecting user satisfaction. By relaxing the use of third-party accessories, Apple can better meet the needs of users and improve the user experience.
Market competition: As more and more third-party repair service providers enter the market, Apple can easily be grabbed market share by competitors if it continues to maintain high repair prices. Therefore, taking the initiative to liberalize the maintenance policy is also the need for Apple to maintain its market position.
Regulatory pressure: In recent years, there has been a global "self-repair" movement, with many countries and regions introducing regulations requiring manufacturers to provide more repair convenience to consumers. Apple is under increasing pressure from regulators to make adjustments.
Brand image: Excessive maintenance costs have been widely criticized by society and even negatively impacted Apple's brand image. By reducing repair costs, Apple hopes to improve its image as a "profiteering" in the eyes of the public.
On the whole, Apple's major change in maintenance policy is not only to meet the needs of users, but also to maintain its own market position and brand image. This undoubtedly marks the dawn of a new era, where consumers will have more repair options and convenience.
There will be new opportunities in the third-party repair market
The implementation of this new policy will undoubtedly bring new opportunities to the third-party repair market. For a long time, third-party repairers often struggled to provide a quality of service comparable to official repairs due to the lack of access to original parts and repair documentation provided by Apple. But now, with Apple's "loosening", third-party repairers will have the opportunity to further improve their capabilities and better meet the needs of consumers.
This is undoubtedly good news for consumers. When it comes to repairing an iPhone, not only can they choose a cheaper third-party repair service, but the third-party accessories they use will not affect the core functionality of the phone. This undoubtedly greatly increases the user's choice and right to speak.
Of course, the development of the third-party repair market also faces some challenges. First of all, although Apple has loosened some restrictions, there are still strict requirements for the quality and safety of repairs. Third-party repair services that are not certified by Apple may still be risky. Secondly, due to the lack of relevant experience and technical reserves, the service level of some third-party maintenance providers still needs to be improved, which requires a gradual improvement process.
In this regard, industry insiders suggest that consumers should give priority to choosing big brands and platforms when choosing third-party maintenance, and try to choose a repairer authorized by Apple to ensure the quality and safety of maintenance. At the same time, the relevant regulatory authorities should also introduce more perfect policies and standards to regulate the development of the third-party maintenance market and effectively protect the rights and interests of consumers.
To sum up, Apple's major repair policy change will undoubtedly have a profound impact on the entire smartphone repair market. For consumers, it means having more reasonable maintenance options, which can not only reduce maintenance costs, but also get a better user experience. For third-party maintenance service providers, this is undoubtedly a rare development opportunity.
For third-party repairers, the implementation of this new policy means that they will be given more room for development and a voice. Previously, third-party repairers often struggled to provide a quality of service comparable to official repairs due to the lack of access to original parts and repair documentation provided by Apple. But now, with Apple "loosening", they will have the opportunity to further improve their capabilities and better meet the needs of consumers.
At the same time, this also means that the third-party repair market will face a more competitive environment. After all, with the significant reduction in repair costs, the attractiveness of Apple's official repair services will also be greatly improved. In order to stand out in this "competitive war", third-party repairers need to continuously improve their professional level and service quality, and at the same time strengthen their cooperation with Apple to obtain more authorization and support.
In addition, the regulatory authorities should also pay close attention to this market change, introduce more perfect policies and standards, regulate the development of the third-party maintenance market, and effectively protect the rights and interests of consumers. After all, even if Apple opens up its maintenance policy, if the market is mixed, it may still bring new risks and troubles to consumers.
In general, Apple's change in repair policy will inevitably trigger profound changes in the entire smartphone repair market. For consumers, it means more reasonable maintenance options; For third-party repairers, this is a rare opportunity for growth. However, in order to truly achieve a win-win situation, all parties need to work together to continuously improve relevant policies and standards to jointly promote the healthy development of this market.