Apple Stores Address iPhone 17 Pro Scratch Problems with Simple Fix Enhancing Initial Impressions

Following the recent release of the iPhone 17 Pro models, Apple Store visitors have encountered an unexpected issue: visible scratches on the display units. These demonstration models, expected to showcase Apple’s latest innovations, were found to exhibit faint scratches on the glass and minor blemishes near the camera bump. Given that Apple markets these devices as robust and meticulously designed, such findings have incited discussions around their durability.

Apple’s Measures to Enhance Display Unit Durability

Contrary to initial perceptions, the scratches observed on demo units do not necessarily indicate a flaw in the iPhone 17 Pro’s construction. Instead, they stem from the everyday handling and display conditions of these units in stores. The wear and tear associated with demonstration equipment can lead to superficial marks that detract from the overall presentation of the device.

In response, Apple has implemented a series of changes aimed at mitigating this issue. Recognizing the potential for customer misunderstandings regarding the integrity of their product, Apple has begun updating its display strategies. New charging stands will now incorporate softer materials to prevent any abrasive interaction with the device’s glass surface during user testing and re-docking.

The introduction of silicone rings within the MagSafe stands will serve as protective cushioning, ensuring that the aluminum edges of the iPhone do not come into direct contact with any hard metal parts of the charger. Furthermore, Apple’s maintenance protocols for demo units have been revised. Store employees are now trained to clean the smartphones more thoroughly using a specialized cleaning solution that includes a salt component, designed to effectively lift any grime or residue left from the stands.

I’m in Ginza, and the display there isn’t any damage. The MagSafe is covered with white silicone. They’ve made some improvements.https://t.co/CDrVRP6uKR pic.twitter.com/IEE3kwMP5C

— TumoTumo (@tm20314) September 27, 2025

These proactive measures underscore Apple’s commitment to maintaining the impeccable presentation of its products, ensuring that customers perceive the iPhone 17 Pro in its intended pristine state. Initial visual impressions play a crucial role in consumer decision-making, particularly when the price point exceeds one thousand dollars. Prospective buyers weighing the option to upgrade from their iPhone 16 Pro might find themselves influenced by the design and construction quality presented in store displays.

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