The ToyBox

Ricardo Bilton & Gloria Sin

Apple yanking protective screen film products from retail, online stores

By Rachel King | March 17, 2010, 9:33am PDT

Summary: If you were planning on buying a protective film screen for your iPhone, you better jump on that now. Starting in May, Apple is actually banning the products from their online and retail stores. And apparently this has been in the works for awhile.

If you were planning on buying a protective film screen for your iPhone from Apple directly, you better jump on that now. Starting in May, Apple is actually banning the products from their online and retail stores.

And apparently this has been in the works for awhile.

According to iLounge, Apple has been in talks with their vendors, and the result is that Apple is removing both film-only solutions and any case that includes a film screen protector. While it’s most popular with the iPhone, this will also be enforced for all other Apple products with a screen (i.e. iPods, MacBooks, etc.).

It seems very strange that Apple is pulling their highest-rated product in the Armbands & Cases department, especially without much explanation. Is it a health issue? Are they faulty? We all know that these $15 flimsy, film screen covers won’t last forever.

There’s the suggestion to make Apple screens seem more durable, but that can’t true. Sure, the screen protector on my iPhone is a bit scratched up after almost two years, but better the cover than the actual screen. And don’t propose the idea that this means a new iPhone/iPod Touch is coming out because there are still plenty of people with the old models who might be interested in such a product.

Of course, anyone who wants a new screen protector will be able to find them from other retailers, but it still just seems downright strange on Apple’s part.

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More from “The ToyBox”

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HTC Incredible making its debut on Verizon Wireless in possibly two weeks

Topics

Apple iPhone, Screen, Apple Inc., Online Store, Smart Phones, Retail, Consumer Electronics, Personal Technology, Rachel King

Rachel King is a staff writer for ZDNet based in San Francisco.

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There got to be a link to warranty cost

provincialplace@... 18th Mar 2010

There must be some reason related to their warranty cost. The ROI on accessories far exceeds the sale of the product.

As far as profit those types of items are nearly pure profit like a USB cable. So selling the protector would generate nearly as much profit for the store as selling the phone.

Best Buy and Future Shop make more profit from Monster cables and USB cables then from the HDTV's and printers.

At Future Shop you could sell 100 TV's a day, if you don't move those cables you'd be fired.

So upfront profit from the potential sale of incremental new phone is not likely to justify this move.

There has to be a real or perceived cost to Apple.

Just a guess here, but what if the protector prevented Apple to know/prove when a user uses his keys, a pen or other hard object to operate the phone? I don't use an iPhone myself. Can it be operated with a pen? I hear some folks have a real hard time to use their fingers. Others are just neat freaks and avoid touching anything.

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Jobs probably isn't getting a kick-back from the company. That's why. (nt)

IT_Guy_z 17th Mar 2010

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Yeah - more Scurrilous lies from the Redmond cult

richardw66 17th Mar 2010

You people really are afraid of Apple aren't you

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more stupidity from apple fanboys?

TG2 17th Mar 2010

Just as stupid a saying as yours about the other guy's comment that perhaps its because jobs isn't getting a kickback.

I'd believe kick-backs for either camp (MS or Apple) would cause the respective companies to drop a product line ...

what it really shows is how stupid things with potentially simple causes gets blown out of the water... What if its just some dumb reaction to PTFE? I know if I had an Iphone I'd want to suck on the screen constantly like a baby's pacifier.

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RE: Apple yanking protective screen film products from retail, online stores

rossdav@... 17th Mar 2010

I've never used a screen protector and I've had my iPhone for almost 2 years.
Not even one scratch. It's incredibly durable!

I find those films really annoying.

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The reason they are yanking those 'protectors'

Lerianis10 17th Mar 2010

Is probably the same reason why other companies have yanked them.... they are WORTHLESS. Why? Because anything that would hit hard enough to damage the screen WITHOUT the 'protector'.... are going to go through that cheap-o film like a hot knife through a MILLIMETER of butter.

My father bought one...... and trashed it! Remove it, and just got a belt-mounted case for it.

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...yanking those 'protectors'

mack68 17th Mar 2010

Agreed - or perhaps worse than worthless:

My better half works for a major phone/device insurance claim processor. While they do not handle ATT products, they have been advising owners of other touch devices that the manufacturers' warranties and any insurance purchased is *VOID* if one of those films has been attached to the camera. Seems like these films must be causing or making damages worse. (a personal conclusion) I could imagine that sticking anything to a capacitive screen would eventually cause problems with conductivity, but I'm basing that on common sense and not any tech knowledge happy

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seriously?

Jared Neale 17th Mar 2010

I've scratched my iPhone's screen from just sticking it in my pocket with some change.

What they are really doing is trying to guarantee future profits from existing models since they know they can only innovate a phone so many times.

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Seriously - makes no sense

richardw66 17th Mar 2010

What they are really doing is trying to guarantee future profits from
existing models since they know they can only innovate a phone so
many times.

How many users will replace their phone because of a scratch?
Seriously?

They will make more money from selling protectors than the few extra
phones from those people who can't cope with not having a perfect
shiny phone.

And such people will buy a new phone when the other parts of the
phone get scratched anyway, so the net gain to Apple on that
approach is probably to lose some revenue.

The idea that capacitive screens get damaged by the protector is likely
- may not be true but it makes some sense, the gap is likely to hold
moisture for instance.

The screen may lift the coating off over time? maybe?

they know they can only innovate a phone so many times.

From the history of technology development, there is at least 50 years
of constant innovation and new models likely to happen, they would
be sooo worried about that time approaching, they would clearly not
want to allow a user to keep their phone in case it lasted that long, so
they would drop a high selling product to make sure in 50 years that
the phone they sell today will be scratched.
/sarcasm

We are into the 3rd model of iPhone now, and what generation of
mobile phone development are we up to? with how many people
buying new phones every few years due to technology advancement?

Why do all the conspiracy theorists like these Blogs? I know why the
Apple bashers like these blogs.

OK - the iPhone probably has a longer life than other brands, due to
customer satisfaction stopping that must-update trend. This is what
happens for their Mac products, the users get a longer life from them
than PCs due to their being happy with the product, and feel less need
to move on.

Personally I am still using a Sony Ericsson K750i, but am on my 3rd,
as when my family have upgraded theirs, I change to using their old
ones for various reasons, like dirt in the joystick. I stay with it as I see
very few new models I like as much as this one, the iPhone does look
like a possible replacement, and there have been issues with all of the
other phones that people I know have switched to, so I will not switch
until I need to.

I would have wanted a screen protector - now I may have to stop
advising people to use them, I would like to know why this is so I
know what to tell people.

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worthless to you? invaluable to others...

TG2 17th Mar 2010

I really can't believe the stupidity in this thread ... the film is not going to protect the screen from impacts like you're describing .... they NEVER claimed to do so..

what they ARE good at, is keeping scratches from dust & dirt off the screen, from people wiping them, and in fact, you hold your's up to your face to talk? ... well then when you clean the thing you're cleaning the oils from your skin off the protector, not the screen, and you don't generally have to worry about the type of cloth you're doing it with..

I wipe mine against my jeans and don't give a second thought to it... now that I have a film over mine ... previous phones, touch or not, I've rubbed on my pants only to have something scratch the screen ...

They fit a purpose, they work to reduce the minor scratches and build up of scratches that occurs under normal use.. "they don't stop you from stupid".

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Guess it's direct shopping for me

oncall Updated - 17th Mar 2010

I use them on my iPhone and iPod touch, and yes I know the screen is glass and very scratch resistant and I probably don't "need" them. It's more a comfort level with me. I tried going without for a while and just had this constant concern about what I was putting in my pocket all the time, plus the twins are still rough on anything they get their hands on.

Who knows Apple's thinking on this. Maybe they have decided that by having racks full of screen protectors they are directly reinforcing the notion that you "need" to use them when you really don't.

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On PC and portable devices I use on-screen keyboard and scroll bars

Robert Carnegie 2009 17th Mar 2010

and I have permanent marks on the screen where these things are. Remedy, stick some plastic on the screen.

Your stationery shop may sell transparent plastic film for school book covering, which is a lot cheaper than purpose-cut film but may not be good for your computing device. My film didn't come off easily but turned out to be unstuck by careful application of water, which was useful.

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It is like placebo

paul2011 17th Mar 2010

Most people want to protect their new phones and either put protective films on screens or buy cases or extended warranties. Usually phones are OK without any of that stuff but psychologically it is very important to do "something" to protect the new toy.
I wanted to buy protective films myself and bought few phone cases that were never used happy

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I can not understand why Apple

GuidingLight 17th Mar 2010

would remove protective products like that from the stores

Now when you scratch your screen, you will need to purchase a new iPhone, or pay to have it replaced.

I do not see the logic in this. happy

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I have had my iPod touch for

Snooki_smoosh_smoosh 17th Mar 2010

1-1/2 years now, and I never bought one of those film things. My iPod touch rides around in my pocket with my keys and what not. The shinny finish has become worn, but the screen has never scratched. I dropped it on some cement once by accident, put a little chip in the glass in the upper left corner, but otherwise survived unscathed. Fell out of my pocket when I was pulling my keys out.

It wasn't nice smooth concrete either, it was an old worn driveway that has even been patched up quite a bit from potholes forming.

So it is quite durable.

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shocker: you have to buy your screen ...

bannedfromzdnetagain 17th Mar 2010

... film products from other sources. apple dosen't carry it in
their own stores any longer! i am in awe.

better headline: apple bans screen protectors! apple doesn't
allow you to buy screen protectors! or how about this one:
how apple limits choice and forces me to use an apple
product without a screen protector.

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Have you seen YouTube of iPhone glass splinter...

Roque Mocan 17th Mar 2010

Have you seen YouTube of iPhone glass splinter landing in the eye of the user? There was a case in France where the iPhone spontaneously cracked - may have been out in the sun (or it may have been fake happy

) - but anyway, in that case one of these protectors would have protected the USER.

Another question is if this interferes with capacitive touchscreens - the screen needs the conductivity of the human skin to operate???

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Apple yanking protective screen film products from retail, online stores

RememberOctober29 17th Mar 2010

Generally crApple's decision making is based wholly on short term greed.
Possible culprit for the decision; they realized iCrap products are lasting longer than the expected lifetime of 2 years because of the screen protectors and people are delaying the purchase of another iCrap as a result.

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What is this crApple you speak of,

Snooki_smoosh_smoosh 17th Mar 2010

I never have seen a crApple product.

What a yutz.

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I have been using a screen protector for 2 years...

tgschmidt 17th Mar 2010

On my touch screen smartphone. I have gone through about 8 of them. When I remove it to replace it, my screen is shiny & perfect, just like the day I bought it. I put them on all my small portable products. They are meant to protect your screen from the everyday things that could sctatch it like tossing your keys on the table & they hit your screen, change rattleing around in the same pocket, falling between the seats in your car, sliding around in a briefcase or computer bag..... They work great for that!

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Steve says you're wrong

bmgoodman 17th Mar 2010

Sorry, friend but Steve says simply that you're wrong. Screen protectors are not needed, so they will be removed from the store. Coming soon is the app that detects such needless devices and shuts your iPhone down until you remove it!

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Image

razzledazzle 17th Mar 2010

With Apple it's normally about image. Pehaps the revenue from these two products weren't worth the effort in selling them. And at the same time it gives the impression that Apple products are somehow inherently not perfect. This is not the image Apple wants to project.

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RE: Apple yanking protective screen film products from retail, online stores

pwabbit@... 17th Mar 2010

By doing this, this allows Apple to void the warranty when screen protection is applied. By Apple selling screen protectors, they are providing implied consent.

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This may be it - may be they cause problems?

richardw66 17th Mar 2010

Maybe the screen protectors damage the touch detection over time?

There must be a reason for not selling a product on which they make
money.

It would be nice to know - especially for people who are using protectors
already.

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WHY would you buy a screen protector for an iPhone...

PeterJuhl 17th Mar 2010

...and lose the feel of that wonderful slick glass screen? The glass is naturally scratch-resistant, and a thin film of plastic applied on top won't prevent its breaking if you drop it anyway. I've carted my 3G around in a pocket for 1 1/2 years with no screen protection, and not a scratch.

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Rachel King Hater

eric.jernigan 17th Mar 2010

Grrrrr!

Where was my guidance counselor when they started hiring people for the Toy Box. I'm sooo jealous...you and your Hello Kitty point-and-shoot camera too!

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Useless

jaypeg Updated - 17th Mar 2010

When I first got my iPhone I was upsold into a screen protector and
snap on case protector kit for $30. Well the adhesive on the
screen film tuned out to be defective and wouldn't adhere properly
around the edges, so I took it off and immediately noticed how
much more responsive the touch screen was! I took the protector kit
back for a refund and have gone without since. No screen scratches
since.

I think Apple is just trying to ensure that more people try the real
multi-touch thing without the condom ... It's way better! : )

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RE: Apple yanking protective screen film products from retail, online store

cdantoni@... 17th Mar 2010

I believe the REAL reason for pulling the film is that those
friendly apple sales specialist are wasting valuable time
putting these films on people's iphones and ipod touches
after the sale. I've watched specialist take 5 to 10 minutes
spraying cleaner solution, wiping away and installing the film
as if they were installing tint on your car window. Pretty
comical.

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RE: Apple yanking protective screen film products from retail, online stores

lschw1 17th Mar 2010

Two weeks ago the complaints were that Apple banned trivial phone apps. Last week Apple filed lawsuits in an attempt to ban competing cellphones. Now Apple is banning plastic film. Apple is so proud of their iPhone that this is their peculiar way of strutting.

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RE: Apple yanking protective screen film products from retail, online stores

Margret.2010 17th Mar 2010

This is Apple were talking about here think it has to be something to do with control, sales or a new product in the future. The off-brand company's are taking away Apple sales on the covers and they have a warehouse full of them they need to get rid of. So they put the word out their going to pull them ya that could happen. That or I have to go with the complaints from the sales floor that it's taking too much time away from the sales people real job which is taking our money not putting on film covers. Oh! ya! I use them and would not think of not having one on my iTouch or my Droid a few bubbles verse scratches is a no brainier. Yes, scratches they do prevent scratches.

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RE: Apple yanking protective screen film products from retail, online stores

toviz@... 17th Mar 2010

About the most astute answer...the plastic reduces the experience of the apple product.
I'm not ovally fond of apple, but I agree with Steve on this move.
I remember when you could buy a plastic screen cover for a CRT monitor, marketed as protection for your screen (which is made of glass of course) Funny thing - people found it interfered with the experience! LOL

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RE: Apple yanking protective screen film products from retail, online stores

crash89 17th Mar 2010

I didn't buy mine for scratch resistance.. I bought it to keep fingerprints off. I have a 3G, not a 3GS. I understand that may not be an issue any more with the new coating. The cover works very well for that purpose. The glass has proven to be plenty scratch resistant on my wife's iPhone. I just hate the fingerprints all over the glass.

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Sorry 3Gs screen NOT scratch proof!

jbach67 17th Mar 2010

I have had 5 iPhone 3Gs (long story). Two out of the five had no screen protector and in less than a week they both were pitted. Its not the glass, its that new oleophonic (anti-fingerprint) coating. The coating WILL scratch and/or pit. All I did was put the iPhone in my pocket (no keys or change) and since it was new, I had barely used it (was using work phone) and they both scratched.

I have a ZAGG Invishield and I HATE it, but I hate scratches more!

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RE: Apple yanking protective screen film products from retail, online stores

webstalkers@... 17th Mar 2010

Steve Jobs wants you to scratch your phone...scratched phone over time will need replacing....replacing equals more money....more money makes Jobs more hungry!

Its all about the dough people. Sure some people have no problems with this issue but others who are not as careful or use the phone a bit much will end up with scratches.

I used to be a hard core apple fan back since the apple II and I am so disgusted with how greedy this company has become. I hate that I am an iphone owner but locked in with att, otherwise I would grab an android device in a heartbeat.

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RE: Apple yanking protective screen film products from retail, online stores

boondoggle69 17th Mar 2010

I'd be more inclined to agree if Apple also banned other worthless iphone accessories. Yet retailers have an abundance. Since when is the worthiness of anything stood in the way of selling it, or having people buy it?

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RE: Apple yanking protective screen film products from retail, online stores

tristanwoods 18th Mar 2010

I think they are useful, small blemishes etc I would rather than on the protector than the actual screen. However fortunately I bought 3 protectors in one go and haven't changed one of them yet. They may be useless against hard impacts but that is not what they are designed to protect; they are designed to stop scratches from getting on the screen and they work perfectly for that. Who knows what Apple is upto this time....

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RE: Apple yanking protective screen film products from retail, online stores

michael.tindall@... Updated - 18th Mar 2010

What is their opinion of phone cases with clear windows (vs film stuck to the glass)? I could understand if they ran into issues with abrasive matter getting into, being held UNDER a protective layer and thus getting GROUND into the screen....those things seem to be MAGNETS for pocket and purse detritus. But this seems NOT to be the case. It seems that a product that is cheap(but with a very HIGH gross margin, without doubt), popular, and effective, is being SPECIFICALLY singled out. Furthermore, by making it a warranty exclusion, they are knocking others out of the business.

If this isn't abuse of monopoly power, what is?