Emperical evidence suggests that the new, hyped Apple rechargeable batteries are actually just the Sanyo Eneloop brand in disguise.
One of the best kept secrets in the world of business today is branding. Companies can buy anything they want, stick their logo on it, and sell it as their own. It happens all the time. As consumers, it is sometimes quite obvious when a product is being branded by the retailer who sells it. Other times, however, it can take you by surprise.
Batteries — and particularly rechargeable batteries — are one of these products.
You may have recently heard or read about Apple’s newest gift to the technology sector: Apple-brand AA NiMH rechargeable batteries and a convenient battery charger, both of which are touted to be “industry leaders” in quality, performance, and environmental focus. As usual, Apple has employed their unsurpassed marketing and promotion mechanism to ensure that Apple devotees see their new rechargeable batteries as the rechargeable battery reinvented; they practically used the old “This changes everything. Again” slogan from the iPhone!
It’s easy to get caught up in the Apple hype machine since, after all, most of their products really do live up to the hype that the company creates. The iMac, MacBook, iPod, iPhone, and now the iPad are indeed all groundbreaking electronic devices. It isn’t an understatement to say that these devices are more than just “gadgets” — they are real cultural icons; game-changers.
The same, however, cannot be said about Apple’s new rechargeable batteries.
To be sure, Apple has invested millions into their own rechargeable battery technology: the iPhone, iPad, and MacBook LiOn battery packs get better and better with each new generation, and the technology that recharges and conditions the batteries are among the “smartest” on the market. Apple, however, is trying to cash in on their battery credibility with their new AA rechargeable batteries without actually designing or manufacturing them.
You won’t find it in many places, but a little-read review of the new Apple rechargeable batteries by SuperApple — a Czech Apple website — clearly illustrates that Apple’s rechargeable batteries are in fact nothing more than rebranded Sanyo Eneloop rechargeable batteries!
Nothing about this revelation is shocking: again, branding and rebranding go on everywhere, and we as consumers are constantly buying into it, knowingly or unknowingly. It is clear that Apple saw the product development of consumer rechargeable batteries to be a no-brainer: the sector itself is headed towards being an A$ 53 billion dollar industry, and on top of that, Apple’s newest accessories, the wireless trackpads and keyboards, are AA-powered. The fastest, easiest way for Apple to get into the action is to simply get Sanyo Eneloop to produce a bunch of AA rechargeable batteries with their logo on them, and then just switch on the Apple hype machine and cash in on some of that credibility they already have.
The last part of that equation is why you should avoid the Apple rechargeable battery products and just go straight to Sanyo Eneloop.
What you’re buying when you invest in the Apple rechargeable batteries is essentially the Sanyo Eneloop technology, plus the added expense of Apple’s marketing campaign. Remember: you’re being goaded into believing that the best way for your electronics to run — especially your new Apple trackpad and keyboard — is to use only Apple rechargeable batteries. This is a long-held tactic in marketing simply one that you have to make yourself immune to.
It’s no secret that Sanyo Eneloop rechargeable batteries are considered to be the top brand in the world. That’s good news if you buy the Apple rechargeable batteries — at least you know you’re getting solid technology. But why pay for the hype? Instead, just buy your AA rechargeable batteries directly from Sanyo Eneloop and leave the groundbreaking gadget wizardry to Apple.


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