Apple purposefully made the backs of the iPhone 3 and iPod touch from very easily scratch-able materials. (side-note: there are cheap materials that are not scratch-able; I have a Nokia 6300, and the metal back is so tough that after 2 years of unprotected use, it’s still like day one.) now this scratch-able iPhone surface will not effect the life of the product nor its performance at all.
what it will do however, is make users ‘want’ covers for protection. as a result, hundreds of companies will answer the demands of these users to leverage this opportunity. and thousands of re-sellers will promote iPhone covers all over the web, as well as in print and digital advertising, etc.
and by promoting iPhone covers, they’re in fact promoting the iPhone itself. Apple caused thousands of companies and individuals to promote their products just because they purposely introduced a weakness which needs to be addressed with an additional product.
this saved Apple millions in advertising and marketing money, and made lots of companies happy. Apple even made iPhone users happy because they can now ‘customize’ their iPhones & ‘protect’ them at the same time; which puts the conscience of these users at rest and justifies the extra cost.
do you think this is possible? I do.
p.s. coming later: iPhone 4 sales page dissected.