Why is this?
I think Apple is a scapegoat in this perception because of its size and popularity, which means that when an iPhone gets smashed, Apple gets the blame. It is also worth pointing out that Apple was first to market with a modern smartphone back in 2007, and with so much new technology the original device was more prone to breakage than subsequent generations.
The devices were so new and so exciting that everything about them (good and bad) was reported, including screen breakages, which baked in an assumption that they break. The messaging we picked up then were the first impressions of the modern smartphone industry, and those messages stick. The phone cover and case market among iPhone users remains vibrant as a result.
“There are stories going far back around — for example, around reducing battery capacity over time — that might still be holding Apple’s durability perception back,” the analyst said. “Apple has also been subject to fierce opinion pieces and lawsuits towards its repairability, a lot stemming from companies that have a strong stake in the second-hand value of iPhones,” he added. “More than anything, I think the poor durability score is a result of Apple not owning its durability narrative well enough.”
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