"However the most obvious one is why would apple spend money on something that reduces the battery life of a device you are already selling bucketloads of for only a few months now?"
Because it's flopped (relatively speaking) in countries like the UK and Germany where 3G is ubiquitous.
“An engineer explained to us that hundreds of ear impressions were gathered in the name of research, and while each one obviously boasted its own unique shape and size, one single characteristic remained uniform across the board: the entrance into the ear canal is not a perfect circle, it's an oval.”
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"However the most obvious one is why would apple spend money on something that reduces the battery life of a device you are already selling bucketloads of for only a few months now?"
Because it's flopped (relatively speaking) in countries like the UK and Germany where 3G is ubiquitous.