The cases are sold at the same price as mobile phones! Is the sky-high price of mobile phone cases an IQ tax?

In the past two weeks, Apple's customized mobile 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 the high price has also been "complained" by consumers. Nearly 500 The selling price of RMB 10,000 is definitely a “sky-high price” compared to the common mobile phone cases that cost just a few yuan or dozens of yuan on the market.

On the topic of "Is the sky-high price of mobile phone cases an IQ tax?", the editorial department is divided into two groups. One group believes that buying high-priced cases is a "big injustice", and the other group believes that you get what you pay for, and high-priced cases There is also a reason for existence, let’s take a look.

1 Positive: The sky-high price of mobile phone cases is an IQ tax

Before starting this topic, let’s first clarify what an “IQ tax” is. It is usually used to describe products or services whose price is seriously inconsistent with the actual value. Consumers do not obtain equivalent practical value or economic benefits when purchasing, but are more motivated by impulse consumption or induced by the merchant's marketing strategy. .

The most basic function of a mobile phone case is nothing more than to protect the phone from damage caused by wear and collision during daily use. However, whether it is a basic model worth tens of yuan or a "high-end" model worth thousands of yuan, there is not much difference in protecting mobile phone hardware. Although most high-priced mobile phone cases may be superior in terms of materials, such as using high-end materials such as genuine leather and carbon fiber, their anti-fall effect may not be as good as the most basic soft plastic.

Take the iPhone 15 mobile phone case mentioned in the first paragraph of the article as an example. According to the introduction on Apple’s official website, this product “uses gorgeous peony fireworks patterns, curly flowing lines and bright colors to vividly display The brave spirit of the dragon means joy and auspiciousness."

The main selling points are that it feels comfortable, is slim and portable, and supports Magsafe. The Meizu PANDAER mobile phone case only costs 125 yuan, and it looks better.

The main selling points of sky-high price mobile phone cases on the market tend to focus on branding, design and limited edition status, 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 are irrational. Consumption arises from this. Doesn’t this perfectly meet the definition of “IQ tax”?

2 Opponent: The sky-high price of mobile phone cases is not an IQ tax

Evaluating 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, Factors such as artistry, brand value, and scarcity.

High-end phone cases command sky-high prices because they provide added value beyond basic protection. For example, some mobile phone cases are personally designed by well-known designers and incorporate unique design concepts, making the mobile phone a work of art that can be carried around; some co-branded mobile phone cases of luxury brands reflect fashion trends and high-end life. This way satisfies the needs of fashion groups for personalized expression and social recognition.

Not only that, consumers also have their own right to choose when buying products. Products like the iPhone 15 Year of the Dragon phone case are iterated with new models every year. Users who buy them They are all "regular customers" who fully understand the product information and are willing to pay high prices to buy unique and high-quality mobile phone cases. The protective function becomes an "add-on" and the spiritual satisfaction is more important.

3 Summary

To summarize briefly, sky-high price mobile phone cases are not just tools to protect mobile phones, but products that integrate design, craftsmanship, brand and culture.

As long as consumers make purchases based on the principle of informed consent and obtain value they recognize from the product, then it cannot be characterized as an "IQ tax."

Let’s talk about how much phone case you can’t accept?

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