it's an Apple cable for newer iOS devices that take advantage of USB-3 power delivery. In high-speed USB-C ports, this cable enables faster data transfer than old USB c to lightning cables. When you transfer pictures to a device, this impacts data transfers. Actually, it counts quite a bit. While I do not like the stiffness of the cord, it is still attractive to me. Although it's quite expensive compared to comparable cables, I chose it because it's made by Apple. The cable I have works just fine and is affordable, but other cables may work just as well or be more affordable. Buying this cord was mainly due to its length.