Case Studies: Why Do People Hate the New Apple FineWoven Cases?

Every time a new iPhone comes out, Apple rolls out a new line of cases and other accessories. The big news with the iPhone 15 was that Apple finally embraced the USB-C charging port to move us closer to an international standard cable. But also, each iPhone model has subtle design changes that mean that when you buy a new iPhone, you need to buy the matching case.

With the iPhone 15, Apple rolled out a new version of its standard cases made from recycled material rather than leather, in an effort to be a little greener. The $59 cases have been getting terrible reviews, though, with some calling them Apple's "worst ever" product.

Last week, Wall Street Journal reporter Joanna Stern posted on her tech newsletter, detailing how her FineWoven case deteriorated far beyond the normal wear and tear in five months' time.

Here it is. My iPhone 15 Pro Max’s FineWoven case. Peeling edges, scratches and browning like a rotten banana.

An Apple spokesman said that the company’s cases are engineered at the highest standard to protect iPhones.

More on this not-so-fine FineWoven case in my newsletter… pic.twitter.com/cpDc46LpN8

— Joanna Stern (@JoannaStern) February 23, 2024

"The edges are peeling, the fabric is scratched up like an old CD and it’s browning like a rotten banana," she wrote. "I’ve been waiting for the CDC to show up at my house to declare it a biomedical concern."

Stern went on to skewer the phone's price tag, saying that an iPhone case with all of the desired features—comfort, protectiveness, MagSafe—can be bought for under $40 on third-party sites. Granted, it doesn't have the embossed Apple logo on the back, which is important to some of the Apple faithful, but when even loyal customers are complaining about the product in reviews, Apple isn't doing itself any branding favors. Also, when the case looks so worn down and torn up, is that something Apple really wants their logo on?

Is it possible that Apple knows the cases aren't meant to last long, hoping people re-up after a few months and shell out another $59? Yes, I suppose it is possible. The ever-so-slight size differences between iPhone models would indicate that Apple doesn't want you to reuse the same case across years and smartphone generations.

But, more likely, this is just an instance of a company cutting corners and not holding its products to a high enough standard, despite the response Stern received from Apple.

And while the environmental goals of the product are admirable, it's hard to feel good about a product when you have to replace it after only a few months.

So, for distributors whose sales include smartphone cases and accessories, know that people want something that really protects their phone and lasts longer than a few months. While the tech is moving fast, and new smartphone models seem to come out every week, people still want something that they can trust protects their phone and can move in and out of their pants pockets without disintegrating.