"This article seems a bit short sighted in that it fails to bring into consideration the influence of patents in the battery case market. Mophie has aggressively patented their designs to the point where Apple's freedom is quite limited. I don't think this is an attractive design, but it is an effective way of getting around that problem. See this article for more on the subject: http://www.theverge.com/2015/12/8/9872238/is-apples-smart-battery-case-mophie-patents"