'Ugly' iPhone battery case draws flak from consumers

When Apple released its $99 Smart Battery Case, many were appalled by the unsightly hump on the back of the case. The Verge was prompted to wonder, “What happened to Apple design?” Many other publications, including Forbes which called the design ‘ugly,’ ran similar articles and Apple CEO Tim Cook even had to respond. The reasoning behind the design, according to Cook, is that many similar cases with flush backs such as the Mophie are rigid and difficult to remove. This explanation might make sense. Though there is some question of whether Apple’s unattractive design for the case was the result of working around Mophie’s patents, some reviewers have already defended the case as pleasant to use. The included battery has a 1,877mAh capacity and boosts talk time from 14 to 25 hours on the iPhone 6, according to Apple. Video playback time is boosted from 11 to 20 hours and Internet browsing from 10 to 18 hours. The iPhone is also reportedly easy to slip in and out of the case, which is what Cook would want to hear, and the hump makes the phone comfortable to hold.

The hullabaloo has revealed some of the dynamics at play in the battery case market. Consumers want cases that feel nice, are easy to hold and are elegant in design. If it is easy to get on and off, that is a bonus. Not all of these things are easily achievable in one product, as Apple has discovered. Additionally, buyers have to be cautious about making sure products do not infringe on patents in markets where the product will be sold. One solution from Dongguan Tecyea Electronics is more of a half-case that the iPhone can easily slip into. Many battery cases from China suppliers also have much larger capacity than what Apple is offering. The sweet spot seems to be from 2,000 to 3,000mAh, but some suppliers are advertising more than 4,000mAh. There is clearly room for innovation in the market, and the rare aesthetics blunder from Apple provides a unique opportunity for third-party suppliers.