Apple encourages iPhone 16 users not to use cases: A turning point in the durability race

Over the years, as the smartphone industry has continued to grow, manufacturers have been touting the ever-improving durability of their devices.

We've heard a lot about water resistance, dust resistance, scratch resistance, and even light impact resistance. But while the claims sound impressive, no company has ever been so confident as to say outright, "You can use our phone without a case."

Perhaps this is understandable. No matter how much phone companies upgrade their products, they often silently assume that, in real life, dropping phones is inevitable, and these accidents can cause serious damage to the device.

Besides, the accessories business, especially phone cases, has long been a stable and lucrative source of income that no one wants to destroy.

But recently, Apple has done something that was previously considered unthinkable, which is to almost publicly encourage users to use the iPhone 16 without a protective case.

An unexpected advertisement

In the latest commercial released by Apple, the message the company sends is clear: just relax, enjoy, and don't worry too much about dropping your phone and breaking it.

The promotional video shows real-life situations where the iPhone 16 falls from the user's hand to the ground but the device still functions normally without any damage.

The key to this confidence is Ceramic Shield technology, a protective layer that Apple has painstakingly developed and trademarked.

Ceramic Shield is not a new name, it first appeared in the iPhone 12 series. However, with the iPhone 16, Apple seems to have reached a new level of durability, enough for the company to feel confident promoting it so directly.

The market is changing

In recent years, Android smartphone manufacturers, especially Chinese brands like Xiaomi, Oppo or Vivo, have made great strides in device protection.

Even in the mid-range segment, these phone models often have IP68 water resistance, high-end tempered glass screens, and sturdy reinforced frames.

Meanwhile, materials makers like Corning are constantly innovating, recently introducing Gorilla Armor 2, the ultra-durable glass used by Samsung on the Galaxy S25 Ultra.

According to Corning, the Gorilla Armor 2 can withstand a drop from 2.2 meters onto a hard surface like concrete, which is an impressive claim.

In that context, Apple's confident promotion of the durability of the iPhone 16 without mentioning the need for additional protective accessories, such as cases or tempered glass, shows a change in strategy.

Perhaps Apple is trying to assert its leadership in materials technology, or simply to differentiate itself in an increasingly competitive market.

Phone Cases: Still Necessary?

This is probably the question that many people ask after watching Apple's advertisement. With the greatly upgraded durability, can we really feel secure to use the "naked" iPhone, fully enjoying the original design that Apple has painstakingly created?

In fact, while Ceramic Shield can significantly reduce damage from normal drops, in particularly severe situations such as sharp-angle impacts or falls from unusual heights, any phone is still at risk of damage. A case will always provide an extra layer of cushioning, increasing the device's chances of "survival".

In addition, many users choose cases not only for protection, but also to express personality, style or simply create a more secure grip. Therefore, even if Apple encourages users to confidently use the iPhone 16 without a case, this accessory will continue to have its own place in the market.

In short, Apple's encouragement to use the iPhone 16 without a case marks a significant shift in how phone makers communicate the durability of their devices. It's more than just a simple advertising campaign; it's a powerful statement of confidence in the technology they develop.