Behind the Scenes of the 'iPhone 5' Case Gamble

Businessweek takes a look into the world of iPhone case manufacturers, a few of which had made gambles on what the "iPhone 5" was going to look like.

Since Apple doesn't share case designs until the final product is released, case makers rely on rumors and factory leaks to plan for their new cases. According to the CEO of Coveroo, "If you have a good sense that you have the right measurements and plans, then you can ramp up production." That said, he also warns that guessing wrong could risk losing millions in worthless inventory.

case mate iphone 5 cases
iPhone 5 case images from CaseMate

The article also interviews Tim Hickman of Hard Candy Cases, the same case manufacturer that we reported seemed confident in a tapered iPhone 5 design immediately before the iPhone 4S announcement. That company bet $50,000 that the new case designs would be dramatically different.

After three separate manufacturing partners in China sent him detailed 3D models of an iPhone with a widened, pill-shaped “home” button and a slightly tapered back, Hickman decided to roll the dice. He paid $50,000 to make steel moldings to mass-produce cases for the new design and, on the morning of Apple’s announcement, began taking orders on his website.

Factories in China provide the leaked specs to these case makers in an effort to get their business. According to Hickman using these leaks "pisses Apple off". But guessing correctly can be rewarded with an early ramp up in cases with availability soon after a new product launch. It's this possible financial reward that has tied the case industry so closely with Apple rumors.

Popular Stories

iPhone 17 Pro Blue Feature Tighter Crop

iPhone 17 Pro Launching in Three Months With These 12 New Features

Saturday June 14, 2025 5:45 pm PDT by
The iPhone 17 Pro and iPhone 17 Pro Max are three months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models as of June 2025:Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone X through iPhone 14 Pro have a...
apple watch ultra 2 new black

Apple Watch Ultra 3 Finally Coming After Two-Year Hiatus

Monday June 16, 2025 8:45 am PDT by
Apple will finally deliver the Apple Watch Ultra 3 sometime this year, according to analyst Jeff Pu of GF Securities Hong Kong (via @jukanlosreve). The analyst expects both the Apple Watch Series 11 and Apple Watch Ultra 3 to arrive this year (likely alongside the new iPhone 17 lineup, if previous launches are anything to go by), according to his latest product roadmap shared with...
apple watch ultra snow

6 Features Coming to the Apple Watch Ultra 3

Tuesday February 25, 2025 9:00 am PST by
The Apple Watch Ultra 3 is expected to launch later this year, arriving two years after the previous model with a series of improvements. While no noticeable design changes are expected for the third generation since the company tends to stick with the same Apple Watch design through three generations before changing it, there are a series of internal upgrades on the way. By the time the ...
terminal macos tahoe

Apple's Terminal App Gets Colorful Redesign in macOS Tahoe

Monday June 16, 2025 4:12 am PDT by
Apple's Terminal app is getting a visual refresh in macOS Tahoe, and it's the first notable design update since the command-line tool debuted. The updated Terminal will support 24-bit color and Powerline fonts, according to Apple's State of the Platforms presentation at WWDC25. The app will also adopt the new Liquid Glass aesthetic with redesigned themes that align with macOS 26's broader...
iOS 26 on Three iPhones

Apple Says iOS 26 Won't Be Available on These iPhone Models

Tuesday June 10, 2025 6:58 am PDT by
Apple this week revealed that iOS 26 is compatible with the iPhone 11 series and newer. That means that iOS 18 is the end of the road for the iPhone XS, iPhone XS Max, and iPhone XR, which were all released in 2018. However, those devices will continue to receive security updates for at least a few more years. iOS 26 is compatible with the following iPhone models: iPhone 16e iPhone...
new iphone lockscreen ios 26

iOS 26: Five Changes Coming to Your iPhone Lock Screen

Tuesday June 17, 2025 8:46 am PDT by
With iOS 26, Apple has made some additions to the iPhone Lock Screen that aim to make it more customizable than ever. Of course, things can always change before the software makes its way to the general iPhone-owning public, but here are five new things iOS 26 can do on the Lock Screen as of the current developer beta. Widgets Top or Bottom In iOS 18, the row of widgets on your Lock...
iOS 26 Hold Assist

Google Says iOS 26 Copies Three Android Features

Tuesday June 17, 2025 7:20 am PDT by
In a new ad, Google says iOS 26 copies three Android features that have been available on Pixel phones for years: Live Translate, Hold Assist, and Call Screening. The video, part of the ongoing #BestPhonesForever series, shows an iPhone and a Pixel 9 Pro talking to each other on a fictional podcast. "I announced live translation for text messages," the iPhone says. "And it turned out...

Top Rated Comments

vebs Avatar
179 months ago
Wah wah...

That's what you get for not following Apple's history. It goes number, then number-S, number, then number-S.
Considering there was only 1 previous iPhone with the S suffix, there was absolutely no pattern to base this on.
Score: 20 Votes (Like | Disagree)
Small White Car Avatar
179 months ago
Wah wah...

That's what you get for not following Apple's history. It goes number, then number-S, number, then number-S.
Uh huh. Because 1 instance is enough to recognize a pattern by.

Look, they bet and they lost. Anyone saying the outcome was clear that far back is only using current hindsight as their "evidence."
Score: 12 Votes (Like | Disagree)
troop231 Avatar
179 months ago
Life sucks, and then you die.

"Stay hungry, stay foolish."
Score: 9 Votes (Like | Disagree)
fenwah Avatar
179 months ago
Risk vs reward. Sometimes it works, sometimes you get burned.
Score: 9 Votes (Like | Disagree)
sza Avatar
179 months ago
Finally, they get ****ed up.
Score: 9 Votes (Like | Disagree)
Mr. Pezman Avatar
179 months ago
fail
Score: 9 Votes (Like | Disagree)