What Does Case-Mate’s iPhone 5 Publicity Stunt Tell Us?
Posted by Michael Nace on Friday Sep 16, 2011 Under iPhone 5 Opinion
Um, if Case-Mate knows what the iPhone 5 looks like, then why is this photo an iPhone 4 and not the iPhone 5 used in their product photos?
Yesterday’s surprise leak of Case-Mate iPhone 5 case photos was a news cycle coup that sent the tech media and its minions of committed readers’ heads spinning. Because the links to the cases’ product pages were fleeting and were taken down just hours after they posted on Case-Mate’s website, tech blogs and websites scrambled just to capture the images of the pages and cases, with little time to really process the big picture of this significant news development.
In contrast to the Summer-long stream of purported (truly, my favorite word on this blog) iPhone 5 cases of the el cheap-o variety, having a top-tier case manufacturer like Case-Mate stake its claim ahead of the iPhone 5′s official release is a major development; it is nothing less than a top-tier player in the consumer electronics accessories market leveraging its prestige to steer the iPhone 5 rumor mill at this late stage of the game.
Desperate iPhone 5′ers (this one included) were quick and ready to embrace this round of leaked iPhone case photos as the “silver bullet” they’ve been looking for that would indicate the form factor and hardware changes to the iPhone 5, as well as a strong suggestion that the next iPhone’s release is indeed imminent.
Not so fast.
The Leaked Case-Mate iPhone 5 Cases: “Accident” or “Publicity Stunt?”
This morning, I was amazed to come across this headline from IBT: “Case-Mate Accidentally Leaks iPhone 5 Cases; Rumors Gaining Credibility?” How IBT could have no skepticism about what happened at case-mate.com yesterday is incredible to me. Their staff reporter put it this way: “In what seems to be the result of a serious lapse, the world may have got the first glimpse of the iPhone 5.”
Let’s dispel any notion that Case-Mate’s leaked iPhone 5 case product pages was an “accident.” An accident would have been if the pages popped up for just a few minutes — in point of fact, those product pages were all available for a few hours. Even if the Case-Mate Webmaster was incompetent enough to let those product pages slip out, it would have not gone undetected for hours: traffic to the Case-Mate website is undoubtedly monitored in real time, and the rush of traffic to their site, landing on all of those so-called “accidental” product pages would have pinpointed the snafu hours before the links were taken down.
Exhibit two in suggesting this was not an accident is the fact that Case-Mate also rolled out a teaser page for the next iPhone — and it is still up. That page, which is now a permanent fixture on their iPhone Cases category page, is a hype page, designed to get excited iPhone 5 early adopters to sign up for their e-mail list and get advanced word on their iPhone 5 cases. I wonder how many people signed up on that page yesterday? Did you? I know I did!
UNIEA did the same thing as Case-Mate in 2007.
No, this is a publicity stunt, brilliantly planned by Case-Mate’s PR department, to take full command of the iPhone 5 news cycle for at least a day. The plan was simple: mock up some new iPhone case renderings (which I’m sure are somewhat legit from an aesthetics standpoint — but more on that later), roll out some product pages, tip the media off, leave the pages up long enough so that everybody g0t a chance to see them, take them down, put up their iPhone 5/4s sign-up page, and position themselves as the forerunner of iPhone 5 cases.
Seriously, folks — this was a brilliant PR move by Case-Mate. Every other case manufacturer to today is kicking themselves for not doing it first.
And you might recall that it isn’t the first time a case company tries a publicity stunt like this. In another article, we show how UNIEA managed to do it with the iPod Nano/”Fatty” some years ago, albeit to a less-effective degree.
(Read this article, “More iPhone 5 Case Sightings, and What You Need To Know About iPhone Case Designers,” as it directly pertains to what’s going on with this Case-Mate iPhone 5 case story.)
What Case-Mate Knows About the Next iPhone
What does Case-Mate know about the next iPhone? Apparently, not much more than we do.
First, they don’t know the name of the next iPhone, as they state on their sign-up page: “The debate continues on whether the new iPhone will be an iPhone 5 or iPhone 4S. From our inside resources, it appears that Apple will be indeed launching both an iPhone 5 and an iPhone 4S in early October. The speculation indicates that the iPhone 4S will feature the same form factor as the iPhone 4 but will be upgraded with the latest technology, including the A5 dual-core processor and 8 mega-pixel camera.”
Second, they don’t know when the next iPhone(s) are being released: “Days away from Macworld Asia, the countdown to the iPhone 5 announcement and launch is officially on. More and more reports have surfaced reporting that Apple is expected to reveal the long awaited iPhone 5 coinciding with the conference in Beijing.” In this sleight of hand, Case-Mate has seeded a new rumor: that the iPhone 5 will debut and/or coincide in Beijing (wow — that would be another coup). But what I take out of this line that Case-Mate is trying to say that the iPhone 5 countdown is “officially on.” Many would say that the “countdown” has been on since before the WWDC. And what they are citing here are “reports” and “rumors.”
There are no confirmations or guarantees here, folks. If anything, Case-Mate seems to have been reading a blog like the iPhone 5 News Blog.
Most revealing, however, is the photo Case-Mate has up on their iPhone Cases category page: for the iPhone 5 link, it’s a glass-back iPhone 4 (pictured above). Why didn’t Case-Mate use the same mock-up that they have in their iPhone 5 case renderings?
I hate to always have to play the cynic and skeptic for iPhone 5 rumors, but the designs I saw on Case-Mate’s website yesterday look to me more like “works in progress” than actual production-line models (at least the el cheap-o iPhone 5 cases were real, tangible cases that people touched). In the end, I am sure that they will work with these designs once the iPhone 5 is released, and bring the specs into conformity with the new dimensions and hardware features of the iPhone 5. I’m sure that the style and aesthetics will remain.
But all of the key elements of these cases — the rounded edges, the camera cutouts, and that mysterious slit on the side — are all subject to change once we get the official announcement.
It will be interesting to revisit these iPhone 5 case designs once the iPhone 5 is released, and compare them with what Case-Mate eventually offers, won’t it?
By Michael Nace
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September 16th, 2011 at 1:18 pm
Excellent points…makes sense to me!
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September 16th, 2011 at 1:22 pm
I want the Vroom case that looks like a tire tread, as it matches my iPad Hard Candy case fairly well.
1 thing that was surprising, what is with the side cutout on all the case-mate cases? this is not seen on the silicone cases I have seen in the past.
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September 16th, 2011 at 1:24 pm
I just received this email from Element case and I thought you guys might find it interesting. I know its only a small sale but what im looking at is when the sale is ending, which is Thursday the 22 at midnight. A sign of when the iPhone 5 might be coming out? Is Element trying to clear there shelves? Maybe. Lets just hope! The following is the email I received.
Hey Eileen Gerard!
If you want a new Element Case, we’re making a pretty good case that now’s the time: With $10 off until next Thursday at midnight!
Ion 4 – Regularly priced at $49.95 & $59.95
But wait…take $10 off!
(And even choose between real Carbon fiber or Carbon Kevlar backs.)
COUPON CODE: TakeOff10
Formula 4 – Regularly Priced at $59.95
But not for you. Now take $10 off.
(Do you dock? Removable lower cap for quick docking—with real carbon fiber back.)
COUPON CODE: TakeOff10
Ion 3 and Formula 3 – Regularly Priced at $49.95
And, oh yes: $10 off, but only until Thursday at midnight.
(Formula 3 has removable lower cap for quick docking. Ion and Formula 3 have aircraft grade carbon fiber backs.)
COUPON CODE: TakeOff10
And “just in case” you don’t need a new case, we’ve got even more for you…
Joule iPad Stand:
Black finish – Reg. $139.99. Sale $99.95.
Chroma finish – Reg. $149.99. Sale $109.95
COUPON CODE: Joule40Bucks
Solid desktop, kitchen, or office stand for your iPad (fits both iPad 1 & 2). Includes a padded zipper carrying case.
So, enjoy the best ten bucks you didn’t spend,
- Element Case
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September 16th, 2011 at 1:24 pm
Feel free to use the coupon codes from the email, ill never use them.
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September 16th, 2011 at 1:27 pm
I’m sure many know this already, but OtterBox also has a page for the next iPhone. It says:
“Of course we’re making a case for it! Like everyone else, we’re waiting to find out exactly what ‘it’ is. We’re eagerly anticipating the moment Tim Cook steps up to the podium to enlighten and delight us all. Whatever it turns out to be, we’ll have iPhone 4s cases or iPhone 5 cases for you!”
Here’s the link:
http://www.otterbox.com/iphone-5-cases-iphone-4s-cases/iphone-5-cases-iphone-4s-cases,default,pg.html
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September 16th, 2011 at 1:29 pm
I cant wait to figure out what “that mysterious slit on the side” will be. Some say it for the sim tray but i doubt it, others say its for an SD card, yea right! Well, we’ll see eventually.
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September 16th, 2011 at 1:38 pm
Ugh. What’s up with the mainstream tech media? Even ZDNet is saying that Case-Mate has “confirmed the iPhone 4S.” http://www.zdnet.com/blog/gadgetreviews/case-mate-leaks-iphone-5-images-confirms-iphone-4s/27501
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September 16th, 2011 at 1:51 pm
Michael, maybe someone from apple “confirmed” Case-Mate to continue producing iPhone 4 cases because they will fit the 4S that comes out in October…word on the street is that Apple will have 10 million 4S phones ready to sell on launch day.
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September 16th, 2011 at 2:02 pm
Maybe, Scott . . . but that’s not what Case-Mate told us. So I don’t know how ZDNET can say that “Case-Mate Confirmed the iPHone 4S,” when they never even made that claim.
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September 16th, 2011 at 2:50 pm
If this iPhone 5 case leak turns out to be false, or something they just made up, it could completely backfire on the company. I wouldn’t want to do business with a company that misleads potential customers for their gain…but I buy my iPhone cases from “incase” and “iSkin” anyway.
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September 16th, 2011 at 3:41 pm
[...] UKCase-Mate 'reveals' iPhone 5 coversMoneycontrol.comiPhone FAQ -Appolicious -The iPhone 5 News Blog (blog)all 132 news [...]
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September 16th, 2011 at 3:54 pm
In this age of social and “flash” marketing, this was brilliantly played, and even brilliantly timed. It’s close enough to the “expected” release date that it’s plausible they either scooped the new dimensions, or *cough*accidentally*cough put up the sales pages against Apple’s wishes. People are still talking about Case-Mate today, and I guarantee that name recognition translates into sales when the iP5 is eventually released. It also doesn’t hurt that their name has “case” in it, and personally I like some of the designs. Well done Case-Mate.
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September 16th, 2011 at 3:57 pm
I have an Otterbox and when I get a new iPhone, I’ll get an Otterbox for it. iPhones are to fragile and EXPENSIVE to keep in a silicone or hardcover case!
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September 16th, 2011 at 4:12 pm
Question, I had a post up with a link of a “possible” IP5 screen cover. Was thier an issue with it as I no longer see it.
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September 16th, 2011 at 4:19 pm
Boy case-mate better be right about these cases else there whole plan is going to back fire.
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September 16th, 2011 at 4:22 pm
Can I just get a phone
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September 16th, 2011 at 4:28 pm
Even if it back fires it wont hurt them, most iPhone owners don’t read up on the rumors and such. They will just got to walmart and buy which ever case looks cool and yea walmart has 12foot decaded to overpriced cases
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September 16th, 2011 at 5:34 pm
LOL! That is true, Jeff! I always have an Otterbox case on my phone, too. I agree with Cristian there. They are too expensive and fragile to put a flimsy case on it. Plus, they are easier for me to grip with a thick case on it.
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September 16th, 2011 at 5:41 pm
Aimée I also agree! The iPhone 4 looks beautiful because of all the glass but that makes it kinda slippery!
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September 16th, 2011 at 5:48 pm
Thanks for your extensive coverage of this little CaseMate affair, Michael. You’re not afraid to say “we may have overhyped the whole thing” and I love that. Thanks for exposing that was really happening with that company and what they really know.
This is why when I type in the letter “i” on my browser’s address bar, “iphone5newsblog.com” comes first in line. And, by the way, I know I haven’t been commenting much lately, but I still visit every day. It’s just that school started four weeks ago and I don’t have as much time to comment as I used to in the summer, when I had a job and, therefore, a computer in front of me from 9 to 5, and plenty of time to read every article, read the comments section, and join in on the conversation.
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September 16th, 2011 at 6:45 pm
Hi, Lou. Sorry your link post disappeared. I went searching for it, but I can’t seem to find it anywhere. It may have been picked up by the spam filter. You cannot imagine how much spam commenting this blog gets a day — hundreds of posts, literally.
Try to post it again and I’ll keep a lookout for it.
And a note to all: in case you didn’t notice, all comments with links in them get held for moderation. I just like to make sure links are ok before posting them up.
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September 16th, 2011 at 6:49 pm
Many thanks, Andres. What’s amazing to me is how the rest of the media is not questioning this at all. where is the skepticism? The thing that is amazing is that the media is actually ascribing more meaning to it than Case-Mate even did! Nothing that Case-Mate has actually written would “get them in trouble” with the public should those rendering prove to be false. They never said in any definitive terms, “Hey, THIS is the iPhone 5, we have seen it, we know it’s going to be called “iPhone 5,” and these cases are a perfect fit.” In a way, what they did is not at all dissimilar from when a site like 9to5Mac has someone mock up an iPhone 5.
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September 16th, 2011 at 6:53 pm
From the Case-mate current iPhone 5 page:
“The latest report is that the iPhone 5 will be available on all major carriers across the globe, including China Mobile, which has 600 million subscribers. In addition, it will be available in black and white with 16GB and 32 GB options. Insiders expect an early October launch.”
Maybe the ‘delay’ is getting the phones ready for China Mobile as well?
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September 16th, 2011 at 8:27 pm
I just read an article about the nexus prime(maybe Galaxy Nexus) on technobuffalo.com and the guy who wrote it went hands on with it. This phone sounds really really really good!!!! A dual-core processor that can go over 1.5 GHz, a GB of RAM, 4.65 in Super AMOLED Plus HD screen (1280×720), A METAL body now ( I know), 8.8 mm thick, 4G LTE from Verizon (YES!!!!), and the new and improved Ice Cream Sandwhich which the guy says is really smooth, super non-laggy, is polished to perfection because everything looks nicer, even with multiple apps open it still ran super smooth. My upgrade was 2 days ago so I’m waiting a month for the goodies to come out for Verizon.
iPhone 5 vs Nexus Prime…. Hmm interesting
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September 16th, 2011 at 9:40 pm
I’d love to see an infograpgh with rumor aggregation. And see just what percentage of leaks, rumors and so on point to a iPhone 4 refresh, a new redesigned iPhone 5, larger screen, etc. It seems like the mill flip flops constantly. There has to be some truth somewhere, but good luck to us fishing it out. As far as I’m concerned, we didn’t learn much of anything from case mate’s little stunt.
It worked, though. I know who they are now.
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September 16th, 2011 at 9:46 pm
I’m with you on that Devin…I had never heard of them until yesterday either…I’ll definitely remember their name, now.
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September 16th, 2011 at 10:58 pm
I WANT TO BELIEVE
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September 17th, 2011 at 9:28 am
I’m so glad I found an Unbaised Newsblog. Anyhow, the picture of the case confuses me. Is it a clickwheel? That would seem illogical.
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September 17th, 2011 at 9:32 am
There is a 3rd generation nano case shown above. The company released the cases prior to the announcement of the actual iPod I believe….
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September 17th, 2011 at 10:20 am
The picture above is just a “generic placeholder picture.”
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September 17th, 2011 at 6:09 pm
Scott, but that’s the point. Why would Case-Mate put a generic placeholder picture up for the 4S, but use the iPhone 4 image for the iPhone 5? After all, they created a rendering of the iPhone 5 in their case product photos. If they really know what the iPhone 5 looks like, why not use that image on the category page?
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September 17th, 2011 at 6:39 pm
Give me some love iphone5newsblog! I need my saturday up date…. Like iPhone 5 announcement today …..will be realeaced oct 23 or something great
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September 17th, 2011 at 7:16 pm
Argh, sorry Bob. It’s my daughter’s 3rd birthday today, so I’ve been largely away from the computer. But hopefully tomorrow we’ll have something to report on.
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September 17th, 2011 at 7:25 pm
Michael, have you stated what your outright opinion is on the phone anywhere? Or are you refraining?
Opinion being a new designed phone, a refresh, or both.
Screen size, features, etc.
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September 17th, 2011 at 7:46 pm
Hi, Devin, and thanks for the question. My opinion has changed pretty dramatically over the past 3 months of so. Up until the WWDC, my feeling was that the iPhone 5 would be the “iPhone 5,” and would sport a total form factor overhaul, complete with larger screen, 8 mp camera, and either an improved home button/smart bezel. And my opinion was that Apple SHOULD do this.
But as I’ve written on here, I have a source in the consumer electronics industry, and HIS sources (one of which is a top-tier case designer as big as Case-Mate if not bigger) began telling me that it was looking like the iPhone 4. His certainty on that move has grown more and more over the Summer, with just last week him telling me that he is 100% confident that the next iPHone will have the iPhone 4′s form factor. At first, that idea angered me, but as time has passed and I’ve thought about it, the more I’ve come to embrace the idea that in many ways it makes sense for Apple to stick with the iPhone 4′s form factor for one more iteration (much like they did from the 3G to the 3Gs), and that the iPhone 5 can still be a radically improved iPhone from the 4, even if the form factor stays the same. The fact that this will be the flagship iPhone for iOS 5 and iCloud is big. Plus, I still think there is a 50/50 chance that it will be 4G.
Lots of people fundamentally disagree with me that an iPhone 5 with the iPhone 4′s form factor and screen size can be anything more than a refresh. I just think we have to keep our mind open about the next iPhone, and give Apple the benefit of the doubt. They know how competitive the smartphone marketplace is, and very well may have improved the iPhone 5 in ways other than changing the form factor or screen. To me, if it turns out to be “the first 4G LTE iPhone,” that would make it truly landmark, for example.
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September 17th, 2011 at 7:53 pm
@Michael, Happy 3rd Birthday to your daughter! I would certainly be surprised if the new iPhone had 4g LTE. It is not readily available in very many areas yet. I remember the 3G phone coming out when 3G was much more readily available. All I know is that I am certainly ready to have a phone that I do not have to share! LOL!
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September 17th, 2011 at 8:34 pm
Thanks Michael. When you say he is 100% sure, does that mean he physically knows, or he is just that confident with his prediction?
Hope your daughter had a great birthday.
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September 17th, 2011 at 8:52 pm
Thanks, Devin (and Aimee)! She did have a great birthday.
Yes, he is 100% confident, based on all of his insiders in the industry. He is so sure that he is beginning to plan accordingly with new rounds of cases that are aesthetically different from the current offerings, but feature the same basic specs, keeping open the possibilities of nominal changes to the camera lens, bezel, and buttons. Look, he could be wrong — but his certainty, together with his position in the industry, I have to take seriously.
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September 17th, 2011 at 9:04 pm
Ok, that works. I was trying to figure out if he definitively positively knew, or had a one hundred percent sure prediction without smoking gun evidence.
I hope he is dead wrong. No offense to him, haha.
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September 17th, 2011 at 9:13 pm
Michael. No joke it’s my birthday today too! yay for me and your daughter. Wish her happy birthday from Kris the crazy Canadian!
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September 17th, 2011 at 10:41 pm
If they know what the iPhone 5 looks like, why does it say “iPhone ?” on the back?
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September 18th, 2011 at 12:27 am
Many sites say Apple is having “production issues” with the next iPhone. I don’t see how they would have production issues if they were using the same form factor. I mean, I guess they could with installing the A5 chip and all that, but I think it’s a whole new phone. Maybe both iPhone 5 and 4S like many sources are saying.
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September 18th, 2011 at 8:49 am
Michael, pocket gamer says the iPhone 5 will be announced October 5
http://www.pocketgamer.co.uk/r/iPhone/iPhone+5/news.asp?c=33482
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September 18th, 2011 at 9:01 am
After reading all these I swear Apple will be making the new iPhone at least thinner, maybe just to beat out the Samsung galaxy SII. Also, a bigger screen. If that ice cream sandwich comes to the galaxy SII pretty fast after its’ launch then I’ll now what to be looking at, unless that Prime phone from whoever makes it starts to come out.
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September 18th, 2011 at 2:32 pm
Case-Mate sucks, and their cases are junk. I threw away $30 on one of their cases for my 3GS that reduced my signal strength by 2 bars. The screen cover that came with it was too big for the screen as well. When I was asked to review their product, I politely mentioned it’s faults. Case-Mate would not publish the review. I hope that people who read this choose a different case manufacturer, and avoid getting ripped off.
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September 19th, 2011 at 2:21 am
It’s easy for people to think that the Chinese case manufacturers are just putting pieces of plastic together with little knowledge of the actual IPhone5 specs.After all, they produce an astonishing amount of crappy gadgets etc. for smartphones.Having lived in Shenzhen, where a Foxconn assembly line is located, I can really confirm that the security measures there ARE draconian. Having said that, there are thousands of people living there in sub-human conditions, caring little about the actualy product they help manufacture. I can tell you, it is very likely that any cases sold in Chinese websites are close to the actual smartphone coming from Apple soon. It is cheap to make plastic covers in China, but it’s not free. They DO think twice before making a decision to start coming out with new cases. But then,this is not something I know for sure. Just sayin.. – jOhn
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