Jumping the Shark with the Apple Smart Battery Case?

UNITED STATES - SEPTEMBER 20:  HAPPY DAYS - "Fonzie Goes to Hollywood, Part III" - Season Five - 9/20/77, Fonzie (Henry Winkler) accepted a challenge to jump over a shark tank while water skiing.,  (Photo by ABC Photo Archives/ABC via Getty Images)

In 1977 there was a very special episode of what was once America’s favorite sitcom, Happy Days. In the episode “Hollywood: Part 3” the always cool Fonzie donned a pair of swim trunks, a pair of water skis, his leather jacket, and jumped a shark. Since then, “jumping the shark” has meant the point when television shows go downhill, and has since grown in to so much more. When something reaches the point of absolute obsurdity, that there will be no recovery, it has jumped the shark.

I heard several times today that Apple has jumped the shark. I don’t agree. In my opinion, Apple jumped the shark some time ago. When Jony Ive sat and told the world that people would rather have thin phones instead of phones that were actually functional, at that point, he should have been wearing swim trunks, skis and a leather jacket.

Apple has silently (great choice) released a battery pack case for the iPhone. Apple, the company that says that the miniscule battery in the iPhone is sufficient, is suddenly releasing a battery case. That’s a story in itself! But it gets better.

Just look at it.


Did Jony Ive take a long vacation?

The iPhone battery case is nothing new. There have been numerous third party case manufacturers that have been producing battery cases for iPhones over the years. Many of them are rather nice, adding size, protection, and battery power to devices that have none on their own. And through the years, I have never seen a case that looked like this. It appears to a silicone case that they have simply stuck a battery in to, an ill fitting battery at that.

I remember oh so long ago, with the old Nokia brick phones with the green screens, we would get larger capacity batteries. Batteries in those days were a portion of the back of the phone, and these larger capacity batteries stuck out the back of the phone. Apple seems to be following this design strategy. A strategy that was employed over a decade ago.

Once we stop snickering at the appearance of this official Apple case, and the fact that Apple has now quietly admitted their battery deficiency, let’s look at the specs. It’s a $99 dollar case, which by all rights, is fairly affordable for an Apple product. The wart on the back of the case houses an 1877 mAh battery. Lucky for us, the Wall Street Journal compared this case to two other third party cases. Using that Stern iPhone fan’s comparisons, th Tylt Energi case comes in at $80 with a 3200 mAh battery, and the Anker Ultra Slim Extended Battery case houses a 2850 mAh battery for only $40. Both cases have considerably more battery power, at a lesser price, and are make the Apple branded case look like a very ugly stepsister.

Did Apple just jump the shark? No. I think they did that some time ago. The new Apple Smart Battery Case is really more like adding Ted McGinley to the cast. And we all know when he shows up, it’s nearly time to cancel the series.


As an added bonus, if you’re looking for some comic relief, click here, and read iPhone user’s attempts to justify this Quasimodo of a case.


Founder & Owner of UTB Blogs. Former BlackBerry Elite. When I'm not talking or writing about BlackBerry, you'll find me using my BlackBerry.