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Apple is once again under the spotlight following the launch of the iPhone 17. This time it is not only about software issues but also about the device’s casing, which users say scratches easily even after only a few days of use. Reports from various tech forums and international media reveal disappointment among buyers as the outer layer appears fragile. Interestingly, Apple still shows strong confidence in selling this new series worldwide.
This phenomenon has sparked heated debate among users and industry analysts. On one side, Apple has long been known for premium design and high-quality materials. On the other, the reality that the iPhone 17 scratches so quickly is seen as a contradiction to its premium pricing. The situation is reminiscent of the “scuffgate” incident with the iPhone 5 years ago, which stirred controversy but did little to stop Apple’s sales momentum.
Apple has always highlighted aesthetics in its design philosophy. This approach has made customers willing to pay more for a premium experience. However, the iPhone 17’s fragile casing has now created a paradox between price and durability.
Many users reported scratches simply from putting the phone into a pocket. Some claim that the finish on certain models is more prone to damage compared to earlier generations. Tech media outlets such as MacRumors and 9to5Mac have recorded user complaints expressing disappointment as their expectations did not match reality.
The issue is particularly concerning because Apple promoted the iPhone 17 as having the strongest design in its class. That claim is now being questioned by communities that feel Apple focused too much on aesthetics and neglected long-term durability.
Apple is no stranger to controversies over build quality. In 2012, the iPhone 5 was hit by “scuffgate” when its aluminum body scratched easily. In 2014, the iPhone 6 faced the infamous “bendgate” scandal when devices were reported to bend under pressure.
Both cases went viral and were mocked by competitors. Yet sales figures remained strong. In fact, such controversies often turned into free publicity that ultimately reinforced Apple’s dominance in the smartphone market.
Despite complaints, some users take a pragmatic view. They argue that most iPhone buyers use protective cases anyway, which makes scratches on the original body less relevant.
Others suggest that Apple intentionally sells the iPhone as a premium design product. Therefore, scratches are seen as an inevitable trade-off for owning a device with a refined, polished look.
Amid widespread criticism, Apple still projects confidence in marketing the iPhone 17. This confidence is backed by a number of strategies.
The first is the strength of its ecosystem. Apple positions the iPhone not merely as a phone but as a gateway into an interconnected ecosystem of devices and services. The loyalty of users locked into this ecosystem ensures Apple continues to have a strong market even when complaints arise.
Second is the accessory market. The global smartphone case industry is worth billions of dollars annually. With the iPhone 17 prone to scratches, demand for protective cases is expected to grow. Apple also profits by selling its own premium cases, effectively turning a weakness into a business opportunity.
Apple rarely admits design flaws outright. Instead, the company frames such issues as part of its “premium design” philosophy that requires extra care. This strategy has been employed in the past during previous product controversies.
Analysts at IDC note that Apple usually succeeds in weathering reputational crises with this approach. Through software updates, warranty services, and promotional focus on core features, Apple shifts the conversation away from negatives and back to strengths.
Rivals like Samsung and Huawei emphasize durability in their flagships, with ultra-ceramic builds and foldable screens certified for resilience. Apple, however, stays committed to design elegance over raw durability.
Yet consumer behavior shows that Apple buyers rarely switch brands over such issues. Brand loyalty and prestige continue to outweigh criticisms of build quality.
Even with complaints about fragile casing, iPhone 17 sales remain robust. Pre-order data in several countries shows high demand. Analysts predict Apple will still post record revenue in late 2025 thanks to the launch momentum.
Apple is also expected to address material concerns in future generations. The annual iPhone cycle allows Apple to adapt and refine its design in response to feedback. Thus, the scratch issue is more likely to be treated as a lesson than a long-term threat.
In the short term, Apple’s reputation takes a slight hit. Social media is filled with photos of scratched iPhones just days after purchase. However, such trends typically fade once Apple rolls out updates or introduces refreshed variants.
Apple can also rely on user loyalty to maintain momentum. Consumers already invested in the Apple ecosystem are unlikely to jump to rivals solely because of cosmetic flaws.
Some experts argue Apple could have avoided this issue by using more resilient materials from the start. However, the decision to maintain a refined finish is seen as a deliberate design choice consistent with Apple’s long-standing philosophy.
According to analysts at Counterpoint Research, Apple prioritizes elegant aesthetics to differentiate its devices from competitors. They suggest Apple will continue to strengthen ecosystem value rather than drastically change its design philosophy.
Apple now faces a unique situation. On one hand, the iPhone 17’s fragile casing risks undermining the premium image Apple has cultivated. On the other, the company remains confident thanks to its ecosystem strength, user loyalty, and calculated business strategies.
For users who value aesthetics above all, this flaw may be a dealbreaker. But for the majority of Apple customers, the iPhone 17 is still seen as a cutting-edge device with top-tier performance.
Apple only needs to prove that the issue will not significantly affect long-term user experience. With a track record of overcoming past controversies, Apple appears confident the iPhone 17 will still dominate the global smartphone market.
The iPhone 17’s scratch-prone casing has stirred debate, but Apple remains optimistic about global sales. With user loyalty, communication strategy, and ecosystem strength, the company is expected to overcome this challenge. Keep reading Olam News for more updates on the latest smartphone and technology industry trends.
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Samuel Berrit Olam
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