Apple Stores worldwide are making changes to tackle an unusual problem affecting display units of the iPhone 17. Since the device’s launch, customers have noticed visible marks and scratches on demo models, sparking concern about the durability of the phone’s design. Apple has now identified the root cause and is implementing solutions to prevent the issue from worsening.
The scratches were first observed on the rear glass and camera plateau of iPhone 17 units showcased in Apple Stores. Shoppers raised questions about whether the phones were prone to damage more easily than previous models. However, Apple clarified that the problem was not with the phones themselves but with the MagSafe display stands used in retail outlets. These stands, designed to magnetically hold the devices, feature a metal ring that can chip and wear down over time. When customers repeatedly place and remove devices from the stand, the ring can transfer material onto the iPhone, leaving behind marks that appear similar to scratches.
According to Apple, these imperfections are not permanent scratches but rather residue from the stands. The company explained that the marks can be removed through proper cleaning. As a temporary fix, Apple has begun equipping its store display stands with silicone rings to reduce contact between the metal surfaces and the iPhone chassis. This adjustment is designed to limit further damage, though it does not resolve existing marks already visible on demo models.
In addition to hardware changes, Apple has instructed retail staff to adopt new cleaning routines. Employees are now being asked to clean demo units more frequently using a salt-based cleaning mixture in combination with the standard solution. Early results suggest that this method is more effective in removing surface marks than conventional cleaning products such as water or isopropyl alcohol. Reports from customers indicate that even devices with noticeable blemishes can appear significantly cleaner after undergoing the new treatment.
The move reflects Apple’s effort to preserve the premium perception of its latest iPhones in store environments. Display units are the first point of contact for many potential buyers, and visible imperfections could create negative impressions about durability. By addressing the issue directly, Apple aims to reassure customers that the iPhone 17 maintains the high build quality expected from the brand.
While the company’s measures appear to be working, Apple has not confirmed whether it will replace the worn MagSafe stands across all outlets or simply modify them with silicone reinforcements. For now, customers concerned about the scratches can take comfort in knowing the marks are not permanent damage and can be cleaned effectively.
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