Apple Adjacent Coverage. By EPR Editorial Team. Refreshed June 7, 2026 from January 2018 original. Tracks the eight-year arc from admission to settlements.
In December 2017, Apple admitted that iOS software updates were intentionally slowing performance on iPhones with aging batteries. The admission triggered consumer outrage, government investigations across multiple jurisdictions, and class action litigation in the United States, the European Union, Australia, Chile, and the United Kingdom. This piece tracks the eight-year arc from the original admission through the 2020 California settlement to the 2024 UK class action and the broader 2026 picture.
The Original Admission (December 2017)
For roughly two years before Apple's admission, iPhone owners had been reporting that older devices ran noticeably slower after iOS updates. The complaints clustered around the iPhone 6, iPhone 6S, iPhone SE, and iPhone 7 lines. Most consumers attributed the slowdown to planned obsolescence — a deliberate Apple strategy to push users toward new phone purchases.
In December 2017, Geekbench analyst John Poole published benchmark data showing that iPhone performance was being throttled in software based on the age and chemistry of the battery. Within days, Apple confirmed the throttling and issued a public statement framing the behavior as a feature, not a defect.
Apple's stated rationale: lithium-ion batteries lose capacity over time. Older batteries cannot sustain peak power demands. Without throttling, an iPhone with an aged battery might shut down unexpectedly under load. The throttling was designed to prevent surprise shutdowns by smoothing out peak power demands. The benefit, in Apple's framing, was longer battery life and fewer unexpected shutdowns.
The public framing did not land. Most consumers heard the explanation as a confirmation that Apple had been deliberately slowing their phones without telling them. The press cycle that followed the admission ran for weeks.
Apple's Initial Response
In late December 2017, Apple issued a public apology and announced a battery replacement program offering $29 battery swaps (reduced from the usual $79 price) for iPhone 6 and newer models throughout 2018. The program ran from January through December 2018 and was used by millions of iPhone owners.
Apple also added battery health and performance management features to iOS in the 11.3 update (released March 2018), allowing users to see battery condition and optionally disable performance throttling. The transparency layer addressed the most common consumer complaint — that the behavior had been undisclosed.
The 2020 US Class Action Settlement
Class action lawsuits filed across multiple US federal districts in 2017 and 2018 were consolidated in the Northern District of California. In March 2020, Apple agreed to a settlement valued at up to $500 million, with a minimum payout of $310 million.
The settlement provided $25 per affected iPhone (later increased to approximately $65 per device after lower-than-expected claim rates) to US owners of iPhone 6, 6 Plus, 6S, 6S Plus, 7, 7 Plus, and SE models running iOS 10.2.1 or later, and iPhone 7 or 7 Plus models running iOS 11.2 or later. Roughly 3 million claims were filed.
The final per-claim payout ranged from $65 to $96, distributed in early 2024 after years of appeals delays.
Government Action Outside the United States
Multiple jurisdictions opened investigations or imposed fines following the admission. Italy's competition authority fined Apple €10 million in October 2018 for the practice. France's competition authority fined Apple €25 million in February 2020. South Korea, Brazil, and Chile pursued separate consumer protection actions.
The cumulative regulatory cost ran into the high tens of millions of dollars across multiple jurisdictions before the US private class action settlement was finalized.
The UK Class Action and the 2024 Verdict
A UK class action against Apple was filed in 2022 on behalf of approximately 24 million UK iPhone owners. The case was brought by consumer rights advocate Justin Gutmann under the UK Competition Appeal Tribunal collective proceedings framework. The damages sought were approximately £768 million (roughly $1 billion).
The case progressed through certification and merits proceedings across 2023 and 2024. As of mid-2026, the proceedings remain active. Similar UK collective actions against Apple over App Store practices have proceeded in parallel.
What the Case Set in Motion
The iPhone throttling case produced three permanent structural changes in how Apple operates.
Battery transparency in iOS. Every iPhone since iOS 11.3 includes battery health monitoring in the settings layer. Users can see battery condition, peak performance capability, and a recommendation when battery replacement is appropriate. The transparency feature is now standard across the smartphone industry.
Disclosed performance management. Apple now discloses performance management behavior when it activates. The disclosure addresses the original consumer complaint that the throttling was undisclosed. Performance management is now a feature with a user-facing toggle, not a hidden behavior.
The reset of the Apple-consumer trust contract. The throttling case was the first time Apple was widely perceived as operating against consumer interests rather than for them. The reputation event compressed the brand's premium position briefly. Apple's recovery — through the battery program, the iOS transparency layer, and sustained subsequent product execution — preserved the brand. The recovery was not automatic.
