11 Consider how enterprises now have a deeper stake affected phones. Apple demonstrated what will soon in the long-term lifecycle of a product and must build become a basic function for companies from all industries: the capabilities to support that. Apple recognized early the need to support longer lifecycles and manage both on that the paradigm of product ownership was changing, the digital and physical lives of their devices. To do so and that they would need to be more deeply involved effectively, they’ll need to develop a strategy for continued with a product’s lifecycle. For instance, the company clear communication and transparency with people. knew that iPhone owners would always want the latest and greatest software experiences, but also knew that older devices could struggle to support their newest innovations. Rather than risking overloaded batteries and disabled devices, the company proactively pushed an update designed to extend the lives of the iPhones 10 by managing performance. Without knowing why the Consider how enterprises now company had taken this action, however, some customers have a deeper stake in the long-term were surprised by the sudden change in performance in devices they felt were “theirs.” As part of its commitment lifecycle of a product and must build to its customers, Apple took it one step further: it also the capabilities to support that. began offering subsidized battery replacements for