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It looks like a ridiculously high profit margin product. It's priced like a low end AIO CPU cooler but they don't include a radiator, fan or actual water block. Pretty funny. There's also newegg.com/p/0ZK-08C1-01K but I have no clue how you're supposed to attach that to the phone.

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It's a hilariously bad attempt at making a water block too. I'm skeptical that's really solid copper. Found a picture of an actual high end one for a CPU. Forces the water in all directions through the fins. For something big they probably channel it around through fins.

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for 3-5 W it would work I think

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I think an iPhone will churn out a lot more heat than that if you have it plugged in and actually actively cool it.

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this seems to show about 6 W peak (cold) anandtech.com/show/14892/the

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That test doesn't seem to be putting full load on the CPU. I think if it's plugged in they let it use more power than that but it'll fairly quickly throttle from heat.

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so let's say 10 W, that's still well within what this contraption (very inefficient compared to what it could have been) can dissipate!

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It probably depends on how well they placed that heat pipe. If it actually goes right over the SoC it probably works fine. I'm not really giving them the benefit of the doubt. It's not that it couldn't dissipate the heat but the temperature difference between SoC and heat pipe.

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I think modern iPhones are all glass back right now so that's the real issue. If they really meant business they'd have you replace the back of your phone with their product.