Apple has banned protective screen film from its retail and online stores, iLounge has confirmed with several separate companies, a policy that will affect both cases and individual film packages beginning in May. In communications with vendors that have been ongoing for “some time now,” according to one company, Apple has said that it will remove both film-only solutions from its stores, as well as any case or other accessory that includes film protection as part of its package, such as cases that include film screen protectors. According to sources, the ban will impact all forms of screen film, including completely clear film, anti-glare film, and mirrored film, regardless of whether the purpose of the film is protective, decorative, or both. It will also prevent sales of film for iPods, iPhones, iPads, and Mac computers. One vendor speculated that the ban is an Apple marketing attempt to suggest screen durability, despite scratches that have damaged both plastic and glass displays of its products for years.
It is believed that Apple’s move will have ramifications for the accessory industry outside of its own stores, as the Apple Store constitutes a significant fraction of total sales for many developers, even though accessory manufacturers also sell their products through other channels. Despite consumer demand for film solutions, which are currently ranked the #1 most popular “cases” for both iPods and iPhones in the Apple Store, and the #6 and #7 most popular overall iPhone and iPod accessories, respectively, developers might not create separate versions of each case product, one without film for sale by Apple, and one with film for sale elsewhere. iLounge requested details on the change from leading film developer Power Support, which had no comment, as well as several case makers, who were aware of the new policy but had nothing to add. However, Mirage Mirror Screen Protector vendor XGear suggested that despite the Apple Store ban, its “marketing positioning will not change. This will open many new doors for us as we move forward in my opinion.”
iLounge has requested comment from Apple on this story and will update this article with additional details as they become known.
Update: We’ve posted responses to common reader comments on this story in a separate article.