(Credit: Apple)

Apple has created a solution to the burdensome problem of not being able to keep a product’s identity after a rubber or plastic case covers it. Bearing resemblance to “swiss-chesse” and the “Connect Four” game board, these vividly colourful cases will scream out “Apple iPhone” to anyone within a 5-meter radius to one of its possessors. Furthermore, the radiant colours can almost guarantee that all teenage girls will want one – who are part of an especially attractive tween market:

With $51 billion spent by tweens (people aged 10 to 12) every year with an additional $170 billion spent by their parents and family members directly for them” (Six).

While I find it agreeable that the cases do give off the impression of a “Connect Four” game board, there are hidden beneficial elements behind the questionable design that was most certainly not a fluke on Apple’s part. Consumers’ opinions are quite divided – whereas great disappointment is shown in the comments section of Fast Code Design’s blog, Apple’s company website indicate mostly rave reviews. One thing that is for sure is that it was not a fluke that Apple introduced these oddly designed cases. Although there may be people who dislike its new design, I am confident that Apple’s new design will attract and further build on its brand awareness. No matter what people think about the case, their mind has already been infiltrated by the Apple brand. Proving once again, why Apple is a great marketer. In addition, it is also cost effective. The accessory business is one that offers generous margins, which can be seen through the introduction of 34 new cell phone case brands this year alone [3]. I also couldn’t help but notice the increased prevalence of stores in shopping malls mainly dedicated to the sales of smart phone cases over the past few years. The margin on the iPhone 5C cases is surely not a tight one – without consideration of the costs involved in the research and design of the cases, the manufacturing cost to make each case is estimated to be between $2 to $3 and is sold at $29 a piece. This example shows how important customization is to a tech company in a market where many devices look similar and are especially hard to distinguish between when covered with a case. What do you think of Apple’s new iPhone case design? Was it an ingenious or silly move on Apple’s part?

 Sources:

[1] http://www.fastcodesign.com/3017155/why-apples-iphone-5c-case-is-pure-genius

[2] Jill, Novak, Dr. “The Six Living Generations In America.” The Six Living Generations In America. University of Phoenix, Texas A&M University, n.d. Web. 14 Oct. 2013.

[3] http://news.cnet.com/8301-13579_3-57603379-37/why-apples-got-skin-in-the-iphone-case-game-again/

[4] http://store.apple.com/ca/product/MF035ZM/A/iphone-5c-case-blue