I have gone through several over the course of a couple years. If you go to their website you will see the majority of the reviews only gave 1 star for this same reason. It frays at the end where the cable meets the plastic lightening adapter that plugs into the phone. I’ve tried several off brand cables but none of them have that premium, rubbery feel. They’re all stiff and plasticky. Any idea how a company this high profile and revered is not addressing this?