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Under what conditions will Apple re-apply a free one?

Honestly, I personally do not know.

That is so expensive for a screen protector. I bought a pack of 3 amfilm for like $12.

Never said it was a cheap one.
Taking into consideration though the hassle free process of installing it without any issue at all (air bubbles etc.), the nature of this protector (gorilla tempered glass) and the overall feeling on my device, 50$ is something I would pay again. Of course, this is a personal preference.
 
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That is so expensive for a screen protector. I bought a pack of 3 amfilm for like $12.

I ordered mine on Oct 27th - soon after they went on sale at the Apple online store in the UK. And I was able to get it for £19.95! Still a little pricey, but a price I found acceptable, especially when it was listed on the US site at $39.95.

Basically, Apple mis-priced the screen protectors on the UK site - they listed the InvisiGlass Ultra at £19.95 and they listed the cheaper Anti-glare protector at £19.95 as well :)

I found out because someone on one of the threads here mentioned it, so I ordered one ASAP!

Since then, the price for the InvisiGlass Ultra has increased to £29.95 on the UK site, (still a bargain compared to the US pricing of $39.95). However the price for the Anti-glare protector is £19.95 on the UK site, and $19.95 on the US site, too!
 
That is so expensive for a screen protector. I bought a pack of 3 amfilm for like $12.

True. When I get a new phone the first thing I do is go to the Apple store to have them install a screen protector with their machine. They remove the shrink wrap on the phone there so the screen is in pristine condition. When I asked the Apple Store rep which one to purchase he (of course?) recommended the expensive glass one in order to get maximum drop protection. Said that was what he used on his phone. So that's what I did and haven't had any issues either with my ex 7+ or my X.

I did a quick search but could not find any independent testing of the InvisiGlass. The only technical documentation I saw was on the Belkin site:

http://www.belkin.com/us/p/P-F8W811/

where they claim 3-5X better scratch resistance and 25% drop testing improvement.

What is extraordinary is all of the negative reviews. It is rated 1 star on the Belkin site. I don't think I've ever seen that. But I also see that after reviews stating that the protector cracked Belkin asks them to submit a picture to them with the implication that they will replace defective ones. So that's a partial justification for that high price.

Techarmor (http://www.techarmor.com/prime-glass) sells protectors with Accessory Glass 2, which are also much more expensive than their regular protectors ($9.95-$14.95), but no iPhone X version.

So the base materials look as if they are much more expensive than the other varieties. Clearly the Apple price is stratospheric, but you get access to free store installation.

So you are paying for free replacement (a more significant cost than with cheaper films whose material costs are measured in pennies), free installation (if you have an Apple Store nearby), and claimed extra scratch an drop protection. If it were an issue of a couple of bucks it would be a no-brainer with a glass phone, but $4 vs $40 means you sorta have to guess whether it is worth it.
 
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