‘Relax, it’s the iPhone 16’: Apple says in ad that cases are no longer needed

Apple has surprised with its new ad campaign: in a fresh video, the company shows the iPhone 16 falling to the ground without any protection – and still in one piece. The tagline is defiantly simple: “Relax, it’s the iPhone 16”. No smartphone maker has ever made such a bold statement before: no one has ever seriously advised using a flagship without a case.

Apple is banking on the durability of its proprietary Ceramic Shield protective glass. In the ad, the iPhone 16 flies to the floor, and the viewer is given the message: the device can handle the fall, and you don’t need a case or worry anymore. It’s a clear departure from the previous cautious rhetoric, where even when emphasizing the durability of materials, brands never suggested that you should give up protection.

A bold move in the ruggedness race

In recent months, Android smartphone makers like Oppo and Realme have been aggressively promoting IP69 dust and water resistance, and Corning has unveiled Gorilla Armor 2, a glass that can withstand drops of more than two meters onto hard surfaces. Apple is responding to this challenge with its own announcement: the Ceramic Shield in the iPhone 16 is supposedly so strong that it can survive drops without consequences.

Ceramic Shield is a patented glass that contains ceramic nanocrystals. Apple claims it’s even stronger and more scratch-resistant. But real-world conditions are not a lab. In practice, smartphones are dropped on tile, asphalt, or rock, and the results may differ from the advertised scenarios.

Smartphones can be dropped on tile, asphalt, or stone, and the results may differ from the advertised scenarios.

Trust, but still protect?”

In the commercial, by the way, the iPhone falls on a flat wooden surface – the kind of surface a three-year-old iPhone can withstand. And while the advertising message is credible, Apple makes no guarantees: If the glass shatters after a fall, it’s the owner’s responsibility. In other words, the company doesn’t legally accept responsibility for using a smartphone without a case.

The message is clear, though: Apple wants to change the perception of smartphones as “fragile tech.” It’s a challenge to industry standards – and at the same time a marketing ploy aimed at users who are tired of bulky security.

Case or Freedom?

For years now, users have been debating whether to wear a case or enjoy the feeling of a bare smartphone. Some aren’t ready to risk the screen, others can’t stand the extra weight and thickness. The iPhone 16 may be the first smartphone for which the manufacturer itself says: “No case required”. But only time will tell if this will become the new norm.

Where will it end? It’s unlikely that sales of branded cases will fall: even despite Apple’s confidence, many will play it safe. But the debate is on – and perhaps it’s the iPhone 16 that will be the first step towards a new era of smartphones without protective covers.