In a bold move ahead of official announcements, ESR has unveiled a new line of cases tailored for the anticipated 12.9-inch iPad Air, despite Apple not yet confirming the device's existence. This early bird strategy by ESR reflects a confident bet on the upcoming release of a larger iPad Air, speculated to be announced soon by Apple.
ESR, known for its affordable Apple accessories, including Qi2 charging devices and a popular alternative to the Apple Pencil, has decided to take a gamble. They've introduced three distinct cases under the tagline "Transform and Do It All." The lineup includes the Shift Magnetic Case priced at $55, designed to elevate the iPad off the desk; the Rebound Magnetic Case starting at $27, which features a magnetic snap to a stand; and the $39 Rebound Hybrid Case 360, boasting a shock-resistant clear back for versatile mounting options.
Despite the absence of these products on Amazon, all cases are available directly from ESR, showcasing their confidence in matching the unconfirmed iPad Air's specifications. With rendered images of the new device indicating a single-camera setup, ESR seems to be leveraging possibly leaked information or early disclosures from Apple, although this remains unverified.
The introduction of a 12.9-inch model marks a significant shift for the iPad Air series, which has historically been limited to 10.9 inches, reserving the larger size for the iPad Pro line. This move could potentially lower the entry price for a large-screen iPad, appealing to budget-conscious consumers looking for premium features without the Pro price tag.
While ESR's preemptive strike in the accessory market is risky, it highlights the intense competition among accessory makers to capture early sales during a device's launch. Whether this gamble pays off will depend on the accuracy of ESR's product alignment with the new iPad Air and the consumer's willingness to invest in accessories for an unconfirmed device.
