iPhone 15's FineWoven Cases Look Like A Fine Mess, But Tim Cook's Team Has A Strategy For It

In the wake of the negative response to its FineWoven cases for the latest iPhone 15, Apple Inc. AAPL has dispatched a memo to its retail employees outlining how to address customer concerns.

What Happened: Apple is grappling with a poor reception of its newly launched FineWoven cases. The memo, sent to Apple’s retail staff, gives insights on responding to inquiries about the case’s durability, material construction, and care, reported 9to5Mac.

See Also: Early iPhone 15 Pro Buyers Complain Of Overheating, Some Report Throttling And Discoloration Issues

The memo reads, “You may get questions from customers about the appearance of the new FineWoven material, how it wears over time, and how to care for it.” Apple’s retail staff is advised to inform customers that the FineWoven material is a “luxurious microtwill” with a “soft yet durable suede-like texture.”

Staff members are directed to address durability concerns by informing customers that FineWoven cases may exhibit signs of wear over time due to fiber compression from regular use. Apple also restates that “MagSafe accessories on the FineWoven Case with MagSafe will leave slight imprints,” a point previously communicated by the company.

By likening these characteristics to leather and other materials, Apple suggests a shift away from leather cases. However, the backlash against FineWoven cases could potentially affect customers’ inclination towards environmentally friendly alternatives in the future.

Apple has also provided its staff with guidelines on cleaning FineWoven accessories, in line with its support document on “how to clean your Apple products.”

Why It Matters: This move comes on the heels of other complaints associated with the iPhone 15. Some early buyers of the iPhone 15 Pro are reporting issues like overheating, throttling, and scratches on the new titanium design. The recent FineWoven case debacle adds to the mounting concerns about the latest iPhone model, underlining the need for Apple to address these issues swiftly and proactively.

Image – Apple

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