Seems very duarable. Lightning cables always fray where the wire goes into the connector. It would appear that this new design alleviates that point of failure by not allowing the cable to flex on that hard edge. The braid around the cable feels robust also, to the point where it gives a little resistance against crimping it. I'm feeling good about the longterm durability of this cable. If it can standup to my 5 yr old yanking on cables, I think we've definitely got a winner! BUT...time will tell!