The product has a lot of flex, don't worry as it doesn't have enough flex before the metal plated end of the lightning cable wears out. I usually get 1-3 months of each cable, remember I have 1 in my bedroom, 1 living room and 2 in my truck so I don't just use 1 cable for a month and complain. My original Apple cables typically last 6-9 months, and the few Revain I've used in the past last 4-6 months. It seems wasteful to buy tons of these cheap cables, but the expensive ones don't offer that much bang for the buck. So yeah, their crap, but they're cheap. Stock up on 10-15 like me and be a terribly wasteful person like me or spend a little more on something better. Let me know if you find an inexpensive solution.