Apple sells premium products at a premium price, I think we can all agree on this. When 3rd party companies develop accessories for these products they're continuing with the "Premium Price" aspect. If you're buying a $1,000 MBA, they're seeing it as you'll likely spent $100 on a dock, specific to your MBA, rather than buying a $400 HP Laptop. Element is going off of the "we can charge a premium price for your to accessorize your iPhone". $150 for a case? If it is as good as it's marketed, you're opening yourself up for cheaper companies to come in and create knock offs. In a case like this, there are people that are willing to drop $150 on a case, and there are people that are willing to drop $30 on a knock off, I fall into the latter. In cases like this, for me, at least, I don't think the knock off vendor is stealing business from Element, mainly because, I would never intend to spend $150 for a case, so at this point, i'm not a potential customer of Element. $30 for a similar, near identical piece, possibly. If anything the knock off cases are hurting other companies with cheaper cases. Look at Otterbox, their cases were premium priced for a long time, now you can pick them up for $20-$30 on Amazon. Just because you're making something that goes with an Apple product, doesn't mean you should be trying to create the illusion of matching value as said Apple product.