Apple’s latest trendsetting product isn’t the one you think it is

During Apple’s iPhone 17 launch event, the company announced a wide range of new devices, including three new Apple Watch models, four new iPhone models, and a pair of new AirPods.

However, while each is notable, I don’t think any are as historically fascinating or as likely to set an ongoing trend as the product you may have missed in all the excitement.

I’m talking about the Bumper case for the iPhone 17 Air. I have a feeling we’re going to see a lot more of them, and that Apple hopes no one remembers why the original Bumper was caught in the middle of one of the company’s biggest controversies.

It’s the comeback we never expected

A warm welcome to an old favorite

The new Bumper case appears to currently only be for the 5.2mm thick iPhone 17 Air, and it makes sense. There’s no real point in putting a very thin phone inside a thick protective case, as it obviously defeats the object.

A Bumper provides a degree of drop protection and extra side grip, without dramatically increasing the phone’s mass.

However, long-time iPhone watchers will recognize the Bumper as a returning product rather than a new product.

Apple released its first official Bumper case with the iPhone 4 in 2010, offering it in a selection of bright colors, and it wrapped around the sides of the phone, all without compromising the overall design or shape.

It also allowed everyone to see the big, bright Apple logo on the back of the phone. It cost $29 at the time.

The new $39 Bumper is made of polycarbonate with specially designed buttons for the right amount of feel and feedback, plus a cutout to use the Camera Control.

Unlike the old Bumper cases, the new iPhone 17 Air version has connection points to use a crossbody strap, also sold by Apple for a whopping $59.

Few would have had the return of the Bumper case on their Apple event bingo card. However, while it’s a fun blast from the past, the Bumper also has a dark history.

You could get an old Bumper case for free

For all the wrong reasons

Here’s what Apple will hope you don’t remember about the old Bumper case.

It was passed out for free because of the infamous Antennagate issue, where holding the metal-sided iPhone 4 sometimes caused the phone’s cellular signal to deteriorate, leading to the similarly infamous “you’re holding it wrong” meme of the time.

It was such a big deal that the late Steve Jobs held a press conference addressing the problem, where he announced everyone who bought an iPhone 4 would get a free Bumper case, as it was shown to help avoid the problem, and Apple would refund those who had already bought one.

Apple was so keen to make amends that, due to Bumper supply constraints, it offered a further choice of third-party cases for free, too.

Apple will have (hopefully) made sure the titanium iPhone 17 Air doesn’t suffer from any connectivity problems that make a Bumper case a necessity this time around.

Which leaves the obviously fashion-forward phone with an equally thin and chic case to set far better trends in 2025, and it’s almost certain every case maker out there is, or will be, working on their own versions, regardless of what phone you own.

Case makers never miss an opportunity

Why wouldn’t they make bumpers?

Like it or not, the Apple iPhone sets trends.

We can see that in everything from the camera module design to Qi 2 wireless charging and magnets on the back of phones, which is a great example of why I think we’re about to see an influx of bumper-style cases for every Android phone imaginable.

The Pixel 10 series has Qi 2 charging and magnets, which, in addition to new Pixelsnap accessories, also means it can use many existing Apple MagSafe accessories.

I also think people will talk about the new Bumper case, especially when they start to see them out in the wild.

If you own, say, a Samsung Galaxy S25 Edge or a Google Pixel 10 Pro XL, you may think you’d like one too.

Case makers are simply not going to miss an opportunity to sell you one. After all, many will make one for the iPhone 17 Air, so why not other devices too?

The thing is, it’s a great idea. Cases are often horrid, bulky, ugly things, but we use them to avoid the big bill that may come after dropping our phone.

Mitigating risk without dramatically increasing the size or weight of our phone, or hiding its design, is a tough balancing act that a bumper-style case (mostly) overcomes.

A trendy new case with a flashy new iPhone grabbing attention, plus a neat real-world use case for a lot of people, means case makers have to pay attention or risk missing out on some easy sales.

Big new trend, or damp squib?

Place your bets now

Although Apple eventually discontinued its original official Bumper case, it never fully went away, and a select few case makers have continued making them over the years, but with very little fanfare. They just weren’t cool anymore.

Now, Apple has pushed the Bumper back into the mainstream, but will it be enough to (re)start a trend that spills over into the Android world?

Time will tell, but I’m looking forward to seeing a whole range of fun bumper cases for Android and Apple phones over the coming weeks and months.