Joule effect.
Apple hasn't yet discovered how to overcome physics.
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Apple cables do not use a chemical that's supposedly toxic (at the factory). I think it's BFR but I'm not sure and I have no idea what the acronym means. So they're "environmentally friendly".
Yet the result is that the cables are a lot more fragile as a result of this chemical not being there.
I think this is the stupidest "environmentally friendly" decision there has ever been in the history of the world ever. I go through 2-3 Lightning cables per year, yet I have a Belkin cable I used in my car that lasted 2+ years with no issues. Apple's stupid decision generates 5x more electronic waste than using that tiny bit of "BFR" to have a cable that's longer lasting.