Why have none of the major players tried integrating a case? Making a ruggedized version? They could probably do a lot better and find ways to innovate with something integrated.

Why do they ignore the fact that so many people use cases (and the market opportunity)? It's almost a defect at this point. Some people like the personalization but I think a lot of people just want something that won't break when you drop it...

> Why do they ignore the fact that so many people use cases (and the market opportunity)?

Apple sells cases.

There are ruggedized phones available. The market is small.

You can get away without a case with a modern iPhone for longer than most people assume.

The average person does better with a $10 sacrificial case layer that snaps on to their phone that can be replaced whenever they want or if it gets damaged.

Lots of reasons. The most obvious ones that come to mind:

1. People like a variety of custom cases that themselves have features (eg wallet cases random designs etc). If it’s built into the phone that customization capability is worse because you now have two layers of protection making for a very thick and heat-insulating design.

2. It’s valuable to have partners that make accessories for your device. If you kill that line of business for them, other things may go away and those partners will want to work with you less.

3. An integrated case will still suffer cosmetic damage. But now without the option to replace, you’re stuck with that damage.

I’ve had phones before that rugged enough to not want a case. It’s great, I wish there were good options like that today. But I think I prefer a separate case. When mine gets enough wear and tear, I replace it and it feels like I have a whole new phone.