God forbid you buy one of those "cheaper" $20 rubber cables and live in a house with pets. No joke, I have went through more than a half dozen of those cables from regular wear-and-tear.
I wouldn't call that "Apple's own" cable. That's a third-party cable that they sell in their store, and is notably more expensive than their own officially-branded cables.
(That said, I do agree that their branded cables are generally overpriced for their level of durability.)
The future, everyone!
God forbid you buy one of those "cheaper" $20 rubber cables and live in a house with pets. No joke, I have went through more than a half dozen of those cables from regular wear-and-tear.