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I still think that sort of selling is better left to Amazon, but maybe with the Apple markup and the chance for customers to linger longer at it might be worth it.
Most likely there are a lot of sales where people buy a case at the same time as their device (phone/ notebook/ tablet). Apple's prices aren't stellar and they aren't ever going to compete with Amazon, but Apple makes a lot of money on their accessory business, no reason to leave money on the table.
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