Apple's own cables are quite expensive and not exactly durable, so third-party alternatives can be popular, even if they cost more. But Anker is sure to have an instant hit on its hands with its latest cable. It's a USB-C with Lightning Connector cable that undercuts Apple on price while looking to beat it on durability as well as offering fast charging support.

Apple's 3ft (1m) USB-C to Lightning Cable costs $19, where as Anker's version is only $15.99. The tweet Anker advertising the new cable points out you can get 20 percent off a power delivery charger to compliment your new cable. The discount applies to the PowerPort PD 2 Wall Charger ($18.39) and the PowerDrive PD 2 Car Charger ($15.99).

A USB-C to Lightning cable is an essential iPhone and iPad accessory, which is why Apple includes one in the box with its gadgets. However, they do wear out and Apple is well-known for not making very durable cables. $19 is also a lot to pay for a cable, especially when you know it will suffer the same fate.

Anker's offer is a compelling one. The PowerLine II USB-C Cable with Lightning Connector cable is $3 cheaper than Apple, it's MFI certified, supports power delivery, has a lifetime warranty, and a guaranteed 12,000 bend lifespan. It's also white just like Apple's standard cable, making it hard to tell the difference. The lifetime warranty, as Anker points out, means "this may be the last cable you'll ever need to buy." Anker states that internal testing confirms PowerLine II cables are "12x more durable than other cables."

The new cable can be pre-ordered now and is expected to ship around Feb. 20. It supports Power Delivery charging for iPhone XS Max, iPhone XS, iPhone XR, iPhone X, iPhone 8 Plus, and iPhone 8.