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  • Apple's First Party Cases Prove to be Quite Popular, Though Most Consumers Ignore Brand


    Apple’s recently released cases for the iPhone 5S and iPhone 5C have proven to be quite popular, carving away market share from popular casemakers such as Otterbox, though most iPhone owners don’t even know who makes the case they own. The latest data from Consumer Intelligence Research Partners shows that 76% of iPhone buyers own a case for their handset. Of the people who purchased Apple’s new iPhone 5S, 15% bought Apple’s official premium case while 10% of iPhone 5C owners went with the company’s first-party accessory.

    The data from CIRP suggests that some of Apple’s initial success came at a cost to Otterbox, which is the largest third-party case maker. For the previous generation iPhone 4S, CIRP’s survey found that Otterbox accounted for more than 50% of all cases in use. In contrast, Otterbox’s share of the newer iPhone 5S and iPhone 5C was just over 20% for each handset.

    The largest percentage of iPhone 5S and iPhone 5C case owners simply don’t even know who makes the case they own. Among those polled, nearly half of all iPhone 5C owners indicated they don’t know their case’s brand while 30% of iPhone 5S owners were unsure who made their accessory – representing larger shares than Otterbox, Apple, or anyone else that was able to stand out. Other case makers such as Belkin, Griffin, Incase, Incipio, LifeProof, Speck and Spigen didn’t command a large enough share to be singled out like Apple or Otterbox. Collectively, they represented about 30% of iPhone 5S cases in use and just over 20% of iPhone 5C cases, according to the survey.

    Partner and Co-Founder of CIRP, Mike Levin, had the following to say regarding the matter:

    Apple targeted the biggest accessory segment by introducing new iPhone 5S and 5C cases with the launch of the new phones. Otterbox dominates the market for iPhone 4S cases, though, with over half of the market. A number of other case makers, including Belkin, Griffin, Incase, Incipio, LifeProof, Speck, and Spigen, each have a couple of percentage points in share of all three iPhone models. And, a significant percentage of all iPhone owners, including almost half of iPhone 5C owners, do not know their case brand or manufacturer.
    The findings are based on a survey of 400 phone customers that activated their iPhone in the US after the launch of the iPhone 5S and iPhone 5C on September 20. The poll discovered that cases have the highest accessory attach rate for iPhone users, beating out screen protectors and car charges, which about half of iPhone owners use as well as Bluetooth headsets, which are owned by 20% of iPhone users.

    What about you? Do you use a case? If so, which one do you prefer to use?

    Source: Consumer Intelligence Research Partners via AppleInsider
    This article was originally published in forum thread: Apple's First Party Cases Prove to be Quite Popular, Though Most Consumers Ignore Brand started by Akshay Masand View original post
    Comments 1 Comment
    1. fleurya's Avatar
      fleurya -
      I’m just one guy, but I think Apple nailed it with their current 5S case. It fits absolutely perfect, provides adequate protection against the occasional low-impact drop without being at all bulky, and has just the right amount of grip to make it easy to hold, but not impossible to get into and out of your pocket. Also, I like the way they made their logo nice and understated with it keeping it the same at the rest of the case, but just impressed in the material.

      I’ll be the first to admit it’s expensive, but I like what I get for the price

      the 5C case on the other hand... smh