Apple is preparing to switch iPhones from Lightning to USB-C, and Bloomberg’s Mark Gurman has revealed how the company plans to market the move.

As a reminder, the European Union requires mobile device manufacturers to use the USB-C standard by the end of next year. Apple decided not to wait until the end of next year and added USB-C to all four iPhone 15 models alongside the new AirPods Pro. “Apple will call this a big win for customers. Get ready to hear about the myriad benefits of these changes,” writes Mark Gurman.

Here’s how Apple will advertise the move to USB-C:

• Customers will be able to use a single charging cable for iPhone, Mac and iPad;
• This will lead to higher data transfer speeds for new high-end iPhone models;
• In some cases phones charge faster;
• Finally, the phones will be compatible with the chargers used by billions of third-party devices.

The company has a strict rule: It always wants to act from a position of strength when it introduces a new product or communicates with the media. Apple’s keynote does not mention the European Union, nor does it mention that the company has repeatedly criticized the EU’s USB-C requirement over the past few years. Mark Gurman

He added that these changes also have disadvantages for Apple:

• Apple risks losing some of its licensing revenue from accessory manufacturers using Lightning;
• For this, it is necessary to allocate engineering resources and money;
• Increased compatibility with the Android ecosystem may make it easier for customers to abandon Apple;
• D is always the risk of a PR nightmare. When Apple switched to Lightning in 2012, users were outraged. The company’s removal of the headphone jack in 2016 also caused outrage.

The iPhone 15 is expected to be unveiled on September 12.