How does Apple get away with selling a product that is so frail?
Much of the reaction to the foldable iPhone Duo has centred on its risk of breaking.
On what sort of case you’d need to protect it. On how you can get a screen protector to fit.
It’s some kind of magic that phone manufacturers have pulled here. Risk of breakage isn’t their problem, it’s ours.
How?
Decoupled fragility from blame
If you break the screen, it’s because you dropped it, not because the screen wasn’t strong enough.
Made the fix a question of identity
Buying a case is about personalising your phone, not just protecting it.
Anchored the purchase
Once you’ve spent thousands on the phone, another $30 for protection barely registers. The bigger price makes the smaller one disappear. It’s about protecting our investment, so it’s easy to justify.
Businesses often default to eliminating risk for our customers. But as phone manufacturers prove, customers will assume that risk themselves, as long as it’s positioned well.
P.S. Shhh
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