At the "Awe Dropping" event, Apple introduced the new iPhone 17 series, which included the base 17, the 17 Pro, the 17 Pro Max, and the Air (to replace the Plus model). As these new iPhone 17 models fly off the shelves, customers look for new cases. In this post, I’ll share what we’re seeing from our perspective as a phone case company: what’s popular, what's less so, and how we are looking forward. Let's dive in.
What the iPhone 17 Cases Sales Reveal
In just 7 weeks since the new iPhone 17 release, 85% of our sales come from the cases for the Pro and Pro Max models. Since our launch on Kickstarter, we've seen this trend of our customers, like you, veering towards the Pro and Pro Max models. But it also tracks with larger trends seen in reports from places like Counterpoint Research, who report showing that over 70% of iPhone 17 buyers are choosing Pro models.
We have seen more Air sales than we saw with the Plus models from previous series at this same point in time. Nevertheless, it hasn't been the same demand for cases that we've seen with the iPhone 17 Pro and Pro Max models. Some folks have been excited to try something new, and maybe more will follow? But from the early results, I understand why there are some reports that Apple is scaling back Air production.
By far, the iPhone 17 case for the base model has been our slowest seller. Early on, it seemed like many reviewers were pumping it as the best of the bunch for the overall value. Maybe as we get into the holiday season, we'll see more people upgrade? I'm curious to see how this plays out in the months to come.
The Takeaway
Looking across the numbers, one thing is clear: Apple’s “Pro” strategy continues to dominate the conversation — and the checkout carts. The iPhone 17 Pro and Pro Max command most of the market share, driven by users who crave the best tech experience possible. I'll be curious to look at the cases' sales again after the iPhone 17 has been out for a year and how things evolve.
Even this early on, the iPhone 17 cycle so far has reinforced what we’ve learned time and again: the case market doesn’t just follow Apple’s lead — it reflects how people feel about their devices. For us in the accessory space, this means staying nimble and ready to meet customers where their preferences land, even when those preferences shift faster than we expect. And as we look toward the next round of innovation, we’ll keep using those insights to build products that protect, complement, and celebrate whatever Apple dreams up next.