Earlier this week, Apple launched its very first official battery case for the iPhone 6/6s. It’d be an understatement to say that it got some attention on social media, mostly from people who couldn’t believe the design-focused company released something so hideous. In fact, you’ll be hard pushed to find someone who has something good to say about the way the case looks.

Not to miss a good marketing opportunity, ASUS and LG were among those mocking the battery case and using it to sell the benefits of its own products. ASUS was keen to point out that, even with the battery case attached, the iPhone 6 is still no match for the ZenFone Max. ASUS claims its 5000mAh battery-powered smartphone can handle 2 hours more video playback, 2 hour more internet use and 12 hours more talk time than a case-equipped iPhone.

Meanwhile, LG took a slightly different line with the V10, ribbing the Apple case’s ‘bumpy’ design. Incidentally, LG’s V10 has a 3,000mAh battery which you can fast-charge up to 50% in just 40mins. :

It’s no surprise to see the companies exploiting a weakness in Apple’s armor to fuel their own marketing efforts, and the Cupertino-based company could certainly have tried to make it a little harder. Right now, the humped battery case is an easy target.

One thing no company has mocked is perhaps the one thing that has impressed all of us: iOS integration. When an iPhone has a Smart Battery Case attached, it displays both the phone and case’s battery levels in the notification drawer’s ‘Today’ view. What’s more, it charges the iPhone automatically and charges via Lightning cable. Those are some convenient features, for sure. Whether or not you’d want a ‘bumpy’ case in your hand to gain those features is another matter entirely.

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