Apple released two new iPhones this year alongside new cases designed for these devices. The cases have proved to be very popular, grabbing significant market share in the US at the expense of renowned case makers such as Otterbox, a Consumer Intelligence Research Partners (CIRP) study has found.
The chart below offers a visual presentation of how the new cases performed. In fact, about 76% of iPhone buyers have also opted for a case to protect their gadget, which is the highest attachment rate among accessories, the CIRP report informs. “Around half of phone buyers have a screen protector or a car charger, and around 20% have a Bluetooth headset.”
It turns out that following the successful launch of the iPhone 5s and 5c, Apple has seen similar success in terms of case sales: in just 30 days, its own branded cases account for 15% of iPhone 5s and 10% of iPhone 5c cases. The only brand outselling Apple is Otterbox, which dominates these type of accessory sales, according to CIRP’s findings.
“Apple targeted the biggest accessory segment by introducing new iPhone 5S and 5C cases with the launch of the new phones,” said Mike Levin, Partner and Co-Founder of CIRP. “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.”
Have you bought a case for your beloved gadget? Which brand did you choose?