November 14, 2013
When Apple released the iPhone 5s and iPhone 5c in September, they also unveiled official cases for each device. Those cases have proven to be quite popular, according to a new survey first published by AppleInsider. Consumer Intelligence Research Partners (CIRP) has found that 76 percent of iPhone buyers also purchased a case for their handset. Among those who purchased an iPhone 5s, 15 percent selected the official Apple case. By contrast, 10 percent of iPhone 5c buyers went with one of Apple’s cases. According to the survey, Otterbox has been the company most affected by Apple’s decision to release first-party iPhone cases. With the iPhone 4s, 50 percent of consumers selected an Otterbox case for their new handset. With the iPhone 5s and iPhone 5c, that number has dropped to 20 percent. Interestingly enough, CIRP also found that many consumers hadn’t a clue who actually made their iPhone case. As noted:
Among those polled, nearly half of all iPhone 5c owners indicated they don't know their case's brand, while 30 percent of iPhone 5s owners were unsure who made their accessory — representing larger shares than Otterbox, Apple, or anyone else was able to carve out.CIRP notes that other case makers, such as Belkin, Griffin, and Incase, did not “command a large enough share” to be singled out in their survey. Collectively, however, they represent 30 percent of iPhone 5s cases in use, and just over 20 percent of iPhone 5c cases. The results of this survey suggest that Apple's new cases are a hit with consumers. With this in mind, it shouldn’t come as a surprise that Apple is likely to expand into luxury apparel and accessories in the future. Note: The findings of the survey were based on interviews with 400 customers who activated their iPhone in the United States after the launch of the new devices on Sept. 20. Did you buy an Apple case to go with your new iPhone this year?