The amazing thing about making phones thin and light is that people who want that can have it and people who don’t can throw on a rugged case pretty cheaply, so

The amazing thing about making phones thin and light is that people who want that can have it and people who don’t can throw on a rugged case pretty cheaply, so everyone wins. If Apple started shipping phones smothered in rubber, some of their customers would be delighted, but a bunch would buy a different phone because they don’t want that.