Is this planned obsolescence by the manufacturer’s part? Are the cables just poorly made or the device just stops allowing a third party cable to be used after a while? Can your phone even tell the difference between a first and third party cable?
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Mostly the wires inside start to break and eventually can’t carry enough current to connect well. The quality and quantity of materials used varies, and cheap cables often have a lot more insulation than cable so they look beefy but the part that matters is quite flimsy.
Apple has tight quality controls, pricey but known quality, third party stuff runs the gamut from good to garbage.
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