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As the single highest selling smartphone in the world, Apple’s iPhone is the trend setter in the smartphone market, just like their iconic MacBook laptop and iMac all-in-one desktop systems have been settings trends in the computer market, for more than a decade now. One of the most divisive questions in the smartphone market, after the choice between iOS or Android powered devices, is the decision whether to use your phone in a case or not. While other manufacturers have not really come out against cases and some have even released their own cases for their phones, Apple has always been firmly anti-case.

This may seem at odds with the fact that Apple does indeed sell silicone and leather cases for their own phones and has been doing so for many years. This year too, Apple has updated their own leather cases for the iPhone 7 to include colour matched aluminium volume buttons. This is in addition to the thousands of other designer cases for the iPhone 7 and 7 Plus that new iPhone owners will be able to choose from.

Jet Black is the new Black

Apple’s huge about-face in the matter of cases comes because of one particular new colour that they just launched with the iPhone 7. Apple fanbois and fangirls will have guessed already, since the colour has turned out to be the most popular. The colour is the shiny, Jet Black. Apple itself, for the first time recommends that you choose one of the many designer cases for the iPhone 7 Plus or 7, for your new phone. Actually, they just recommend a case and hope that you’ll choose one of theirs but you get the idea. The reason for this is because the surfaces of the Jet Black new iPhone 7 and Plus are so smooth and shiny that they are prone to get scratched if you use them without a case. Apple of course, has come up with their own made up marketing term for scratches, they call them micro abrasions. A rose by any other name and all that but the long and the short of it is that if you don’t want your Jet black new iPhone 7 to be covered in fingerprints, scratches and ‘micro abrasions’ you should get one of Apple’s cases or better still, one of the many third party designer cases for the iPhone 7.

Why Jet Black?

The more logical ones among you may ask what the point even is of choosing a specific iPhone colour if that means that you have to keep the iPhone covered in a case but that is just being way too logical and reasonable. Apple fans have already lapped up the Jet Black iPhone 7 and early stocks of the colour in both the iPhone 7 and the larger iPhone 7 Plus are already sold out. This is despite that fact that the colour is only available on the more expensive 128 gb versions of the new iPhones. The real winners here are obviously the case makers.

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