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Apple touts 'tested to the limit' iPhone & iPad cases in new online store campaign

Apple on Tuesday updated its virtual retail outlet with a new section that describes the company's approach to testing and approving the third-party cases it stocks for the iPhone and iPad.

"Each case design for iPad, iPhone, and iPod touch has to go through a series of tests before it reaches the Apple Store," the "Apple Tested Cases" page reads. "So you can be sure the case you buy is a perfect match for your iOS device."

The new section touts five testing areas: design, camera, acoustics, sensors, and cellular and wireless.

Apple says that design encompasses both fit-and-finish —  ensuring that ports and jacks remain completely accessible —  and durability, measured with a series of drop tests. Camera openings are tested to ensure that they don't interfere with the camera's field of view or photo quality.

The company also checks that cases do not interfere with the quality and volume of speakers and the sensitivity of microphones, or cause problems with various sensors and wireless communications systems.

While Apple has never made its Apple Store stocking requirements public, it has long been known to exert pressure on suppliers to deliver products that meet with its expectations, which in many cases results in custom Apple Store-exclusive variants. Combined with recent reports that Apple is planning to roll out new co-designed packaging for third-party accessories, Tuesday's move seems to hint at a continued expansion of Apple's "premium feel" retail revamp under Angela Ahrendts.