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After they discovered the death grip problem prior to releasing iP4, it gave them time to create the bumper. By showing the bumper along with the phone at WWDC, it was perceived as a "Cool Apple Accessory" as opposed to the fix-it patch it is.

Apple is nothing if not clever. It's why they have massive reserves of (our) cash... :)

this again?
 
Care-Bear.jpg
 
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