EU’s one-size-fits-all policy for phone chargers makes Apple a misfit

the story So Far: Last September, the European Commission took an important step in bringing smartphone makers to harmonize the charging ports of their mobile devices. The move was intended to standardize chargers across the EU region, which in turn would reduce costs for consumers and the carbon footprint left by unused cables.

“Chargers power all of our most essential electronic devices. With more and more devices, more and more chargers are sold that are not interchangeable or required,” said Thierry Breton, the EU commissioner responsible for the internal market. About the offer. “We’re ending it.” Now, EU lawmakers and member states say they can strike a deal by the end of the year that will make way for common charging ports, according to a Reuters report.

A decade-long nudge begins for standardization

Mobile handsets have evolved from brick-like phones that can only be used for talking and texting, to sleek and shiny looking mobile computing devices in almost a decade. These powerful devices require a lot of battery power to keep them running.

Since 2007, when the first set of iPhones were launched, the technology used to charge smartphones has been changed to adapt to the power-hungry needs of newer mobile phone variants. This caused phone manufacturers to make changes to external power supply ports and plugs. Those innovative changes flooded the market with more than two dozen types of chargers, often varying by manufacturer and model.

The European Commission estimated that 30 different types of chargers were on the market a decade ago. It said that apart from inconvenience to consumers, these components generated unnecessary electronic waste. The EU industry commissioner, Guenther Verhugen, called for self-regulation. He asked mobile phone manufacturers to agree on a common charging standard for smartphones.

Verheugen’s call for self-regulation was heard as ten major phone makers, including Apple, Samsung and Nokia, signed a memorandum of understanding (MoU) to provide compatible chargers based on the micro-USB connector. The most prevalent at the time was the charging component. “The days of drawers full of useless old mobile phone chargers will soon be over,” Malcolm Harbour, UK Conservative member of the European Parliament, said of the MoU.

a lightning rod

But Verheugen’s victory was short-lived as Apple introduced its proprietary ‘Lightning’ charger in 2012. The Cupertino-based company introduced the iPhone 5 with its new port and connector, which was not part of the agreed micro-USB connector. In addition, there were complaints that it charged buyers €20 more for the equipment.

Apple used a loophole in the MOU that allowed it to sell its own connectors when it offered adapters. This means that the adapter can be used to charge with a normal charger, Micro-USB. The functioning of Apple left Brussels in a tizzy and the memorandum of understanding expired in 2012. As the self-regulation option did not work, the commission went on a legislative journey.

In 2019, the Competition Commission launched an impact study to evaluate the cost and benefits of common chargers for portable devices. As part of the evaluation, it has proposed a synergy between charging ports and fast charging technology, and to separate sales of chargers from sales of devices.

brussels final game

The move by the Brussels-headquartered organization was aimed at reducing the approximately 11 million e-waste generated by disposal and unused chargers. It is estimated that unbundling alone will reduce the amount of electronic waste by 980 tonnes annually. It also seeks to address consumer concerns about the cost of purchasing a standalone charger, which is estimated to be 2.4 billion euros annually for the bloc.

While the commission’s plan may not effectively address the issue of cost for consumers, it could throw a spanner in the works for Apple in Europe. According to Counterpoint Research, the iPhone maker had a European market share of 28% for the quarter ended March 2021. During the same quarter, Samsung has a four percent lead over the US company.

The law could also hurt Apple’s product design strategy as the company is slowly sealing its iPhone with no way for users to insert a charger into it. With the proposed rule, the smartphone maker may have to rethink the design of its device. On the issue of consumer cost, the impact of unbundling cannot be passed on to the end users. This is evident in the sale of its latest smartphone by Apple. Even without the charger, the company sold its latest iPhones at the normal price band. Therefore, without pricing legislation it is difficult to reduce costs for end users.

• The European Commission has put forward a proposal for smartphone makers to harmonize the charging ports of their mobile devices

• However, Apple backed out by taking advantage of a loophole in the MoU that led the European Commission to take the legislative route

• The law could also hurt Apple’s product design strategy as the company is slowly sealing its iPhone with no way for users to insert a charger into it. With the proposed rule, smartphone makers may have to rethink the design of their devices