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Apple Stores are implementing two key measures in their efforts to reduce scratches and blemishes on their display units.
Following the release of the iPhone 17, many customers expressed concerns about the back glass and camera area getting scratched. Signs of marks and scuffs quickly appeared on the demo devices in Apple Stores, as I personally observed:
In response, Apple announced that investigations revealed the source of these markings to be worn MagSafe stands used in retail locations. According to Chance Miller from 9to5Mac, Apple explained that these marks are not actual scratches but rather material transfer from the stands to the phones, which can be cleaned off. The company is working on replacing the worn-out stands across stores. This issue has also affected other models like the iPhone 16.
The MagSafe stands in Apple Shops resemble the MagSafe chargers available for purchase, with a metallic ring component. Lifting phones from these stands occasionally causes contact with the ring, leading to scuffs and chips over time.
Recently, some stores began adding silicone rings around the edges of stands, as seen at Apple’s latest Ginza store. However, these additions do not resolve existing scratches. Mark Gurman from Bloomberg detailed that Apple has instructed retail staff to more frequently clean the demo units’ backs using a mixture of salt and a cleaning solution. While the exact recipe remains undisclosed, efforts to replicate the cleaning process using water and sea salt showed promising results in removing marks from a personal iPhone 17 Pro.
In conclusion, Apple is taking concrete steps to mitigate surface marks on their display units. Replacing worn stands and implementing cleaning procedures seem to be effective approaches, although existing scratches still require attention.
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