Are sky-high phone cases IQ tax?
In the past two weeks, Apple's custom phone case for the Year of the Dragon launched for the iPhone 15 series has aroused heated discussions among netizens, not only does the pattern not conform to the traditional "five-clawed golden dragon" image, but also the high price has been "complained" by consumers, and the price of nearly 500 yuan can be regarded as "sky-high" compared to the common few pieces on the market, dozens of mobile phone cases.
On the topic of "is the sky-high mobile phone case an IQ tax", the editorial department is divided into two factions, one faction thinks that buying a high-priced shell is a "big injustice", and the other faction thinks that you get what you pay for, and the high-priced shell also has a reason for existence, let's take a look.
1 square: The sky-high price of mobile phone cases is an IQ tax
Before we get to the bottom of this topic, let's clarify what an "IQ tax" is. It is usually used to describe products or services where the price is seriously inconsistent with the actual value, and the consumer does not receive the equivalent practical value or economic benefit at the time of purchase, but is more motivated by impulse consumption or induced by the merchant's marketing strategy.
The most basic function of the mobile phone case is nothing more than to play a protective role in preventing damage to the mobile phone caused by wear and tear and collision in daily use. However, whether it is a basic model of tens of yuan or a "high-end" of thousands of yuan, there is not much gap in protecting the hardware of the mobile phone. Although most high-priced mobile phone cases may be better in terms of material, such as the use of high-end materials such as leather and carbon fiber, the drop resistance effect may not be as good as the most basic soft plastic.
Take the iPhone 15 case mentioned in the first paragraph of the article as an example, in the introduction of Apple's official website, this product "vividly shows the dragon's brave spirit with brilliant peony fireworks patterns, curly flowing lines and bright colors, implying festivity and auspiciousness." The main selling point is nothing more than a comfortable feel, slim and portable, support Magsafe, Meizu PANDAER's mobile phone case is sold for 125 yuan, and it looks better.
The main selling points of sky-high phone cases on the market tend to focus on branding, design and limited edition identity, rather than their practicality. In this case, consumers are paying more for brand premiums and so-called "uniqueness", and these added values are largely the result of artificial creation and market hype, and irrational consumption is generated from this, which perfectly fits the definition of "IQ tax"?
2 Against: Sky-high phone cases are not an IQ tax
The evaluation of the market value of a product is determined by the relationship between supply and demand and the value of the product itself, including but not limited to practicality, artistry, brand value and scarcity.
The reason why high-end phone cases are sky-high is because they offer added value that goes beyond basic protection features. For example, some mobile phone cases are designed by well-known designers themselves, incorporating unique design concepts to make the mobile phone a work of art that can be carried around, while some co-branded mobile phone cases of luxury brands reflect fashion trends and high-end lifestyles, and meet the needs of trendy groups for personalized expression and social identity.
Not only that, consumers also have their own right to choose when buying products, such as iPhone 15 Year of the Dragon phone case This kind of product will iterate with the new machine every year, and the users who buy them are "regular customers", fully understand the product information, and are willing to pay a high price to buy a unique and high-quality mobile phone case, the protection function has become a "plus", and the satisfaction at the spiritual level is more important.
3 Summary
To sum up, sky-high phone cases are not just a tool to protect your phone, but a product that combines design, craftsmanship, branding and culture. As long as consumers make purchases based on the principle of informed consent and derive value from the product that they recognize, it cannot be characterized as an "IQ tax". Let's talk about it, how much kind of phone case will make you unacceptable?
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