I always wondered what’s the deal with cheap plastic cases used in Samsung Galaxy smart phones despite being world’s most advanced smart phones. It makes whole experience bad. 

It makes phone significantly lighter thus feels like cheap device. Also, back cover can be easily opened to replace sim or battery which goes against closed container idea around iPhone and Nokia Lumia cases. Also, it might easily break if you take out and put it back quite often. Nokia Lumia and iPhone also have scratch resistant superior quality casing. 

It seems that millions of buyers have proven that phone’s case does not matter much. Samsung keeps on adding features so that, it could boast against other phones on feature by feature comparison. For example: Samsung’s recent “It does not take genius to figure out” ad where it shows feature comparison with Apple’s iPhone.

But it is about a good feeling. Having paid substantial amount to buy world’s most advanced smartphone, a consumer may not except a smartphone which feels like cheap plastic box.

In Steve Jobs biography, he has mentioned several times that it is equally important to polish hidden side of a product even if that side won’t be directly visible to consumer. He applied this idea everywhere from painting backside of wooden rail to designing internal parts of a Mac.I hope Samsung can learn a lesson from there and also focus on these small features. Even though it cannot boast on this feature immediately, in longer term it will pay off. It will improve brand image and set a level of expectation from Samsung in consumers mind. Otherwise, consumers will think that Samsung produces devices of varying quality and it is necessary to examine every product they buy.