Apple's recent advertising campaign for the iPhone 16 marks a significant shift in the smartphone industry by encouraging users to use the device without a case. Traditionally, manufacturers hesitated to promote their smartphones as case-less due to concerns over durability and potential revenue loss from case sales. The ad highlights the iPhone 16's Ceramic Shield, asserting its resistance to drops. As competition heats up with Chinese manufacturers improving water and dust resistance and Corning's new Gorilla Armor 2, it suggests a fundamental change in smartphone marketing and consumer behavior towards device protection.
Smartphone makers have upped their durability claims significantly in recent years, but none have previously stated it's okay to use their products without a case.
Apple has chosen to tell people it's okay to use the iPhone 16 without a case, marking a significant shift in the industry.
The ad emphasizes that the iPhone 16, thanks to the Ceramic Shield, will survive drops without issues, encouraging users to relax.
With advancements in durability from both Apple and competitors, such as the Samsung Galaxy S25 Ultra, the smartphone industry is witnessing a new era.
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