If they design a thin phone that requires a case, anyone can choose any case they wish to make the phone look any way they wish, and to make it as resistant to

If they design a thin phone that requires a case, anyone can choose any case they wish to make the phone look any way they wish, and to make it as resistant to falls as they wish. If they make the phone thicker (a "built in" case, if you will) a consumer's choice is actually restricted. Then there is of course that 10% of people who won't actually use a case served also.