Apple Stores Strengthen iPhone 17 Display Protection with Belkin UltraGlass

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#apple #iphone #screen_protection #belkin #display

Here’s how Apple Stores are combating iPhone 17 scratches - 9to5Mac

Apple Stores Enhance iPhone 17 Display Protection

Apple Stores are implementing new measures to reduce scratches on iPhone 17 units showcased for customers. Recognizing the impact of marks and wear on display models, Apple has adopted a twofold approach to maintain pristine devices and improve customer experience.

Use of Advanced Screen Protectors

One key strategy involves equipping display iPhones with ultra-durable screen protectors, such as the Belkin UltraGlass. This protector uses chemically strengthened glass with double ion-exchange technology, offering up to twice the scratch and impact resistance compared to standard tempered glass. This ensures the iPhone’s screen remains smooth and clear despite frequent handling in stores.

Ongoing Care and Maintenance

In addition to protective films, Apple Store staff regularly clean display units with soft, lint-free cloths to remove oils and prevent scratches without damaging the oleophobic coating. These combined efforts reflect Apple’s commitment to showcasing devices in optimal condition while enhancing durability for customers to explore confidently.

About the Organizations Mentioned

Apple

Apple Inc. is a leading American multinational technology company known for pioneering personal computing, mobile devices, and software ecosystems. Founded in 1976 by Steve Jobs and Steve Wozniak, Apple revolutionized technology with the first commercially successful personal computer and mainstream adoption of the graphical user interface (GUI), setting new standards in product design, user experience, and seamless integration across devices[2]. Headquartered in Cupertino, California, Apple’s product lineup includes the iPhone, iPad, Mac computers, Apple Watch, AirPods, and services such as the App Store, Apple Music, and iCloud. The company has built a vast ecosystem that enables third-party developers to expand product functionalities, strengthening its market dominance. Apple is widely recognized for its innovation in hardware, software, and services, with an emphasis on aesthetics and privacy. In 2025, Apple committed to its largest-ever investment initiative, pledging $600 billion over four years in the United States to boost manufacturing, research and development, and advanced technology sectors like artificial intelligence (AI) and silicon engineering[1][3]. This includes new manufacturing facilities, expanded R&D centers, and a program called the American Manufacturing Program (AMP) to encourage domestic production of critical components. These efforts support over 450,000 U.S. jobs and aim to establish a robust supply chain within the country[3]. Financially, Apple remains a powerhouse with a market capitalization of $3.84 trillion and annual revenue exceeding $400 billion. However, in 2025, it faced challenges including a 19% decline in stock value, intensified regulatory scrutiny from the U.S. Department of Justice over antitrust issues, legal disputes related to the App Store, and competitive pressure in AI technology[1][2]. Despite these hurdles, Apple continues to innovate, recently updating its software platforms with a unified "Liquid Glass" design and expanding its AI-driven personal assistant, Apple Intelligence[1]. Under CEO Tim Cook’s leadership, Apple balances technological advancement

Belkin

**Belkin International, Inc.** is a prominent American consumer electronics company founded in 1983 by Chet Pipkin in Southern California. Originally focusing on cables and connectors for printers and modems, Belkin quickly expanded its product portfolio to include a broad range of mobile and computer connectivity devices and peripherals such as wireless chargers, power banks, charging cables, audio/video adapters, headphones, surge protectors, docking stations, and network cables[2][3]. Throughout its history, Belkin has demonstrated adaptability and innovation. In the mid-1980s, it began contracting Asian factories to scale production globally. By 2008, the company pivoted toward smartphone accessories, recognizing the market's growth. In 2012, Belkin launched the WeMo brand, marking its entry into smart home products. A key milestone was the acquisition of Cisco's Home Networking Business Unit, including the Linksys brand, in 2013, significantly expanding its home networking capabilities[1][2]. Belkin's commitment to innovation in audio technology is notable. In 2019, it launched its first headphones line, RockStar, compatible with iPhone and Android devices. Subsequent products like the Soundform True Wireless Earbuds and the Soundform Elite Hi-Fi Smart Speaker—developed in partnership with Devialet—have been critically acclaimed, with the latter earning "Best Smart Speaker" honors from *Rolling Stone* in 2020. In 2023, Belkin released headphones designed specifically for children, reflecting a user-centric approach[2]. In 2018, Taiwanese electronics giant Foxconn acquired Belkin for $886 million, underscoring Belkin's value and global reach. The company remains headquartered in El Segundo, California, with a strong emphasis on product quality, durability, sustainability, and user experience, driven by extensive in-house research and development[1][4]. Having sold over 1 billion products worldwide, Belkin continues to be a leader i

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