At the time, Apple's CEO Steve Jobs expressed his dislike for full keyboards and styluses when creating the company's first mobile phone product. He believed that an excellent smartphone did not need to rely on external physical buttons for most operations. Thus, the debut of the iPhone in 2007 ushered in a new direction for the entire mobile phone market.

Who would have thought that the physical keyboard that Jobs resolutely eliminated would return to the iPhone in the form of a mobile phone accessory by a US-based startup. The first-generation Clicks Keyboard began crowdfunding in 2023 and was launched in January this year at a price of approximately RMB 998. Nowadays, the company has launched the second-generation Clicks Keyboard, specifically designed for the iPhone 16 Pro/Max, priced slightly higher than its predecessor at around RMB 1127.

(Image source: Clicks Keyboard)

The second-generation Clicks Keyboard immediately attracted significant attention from consumers upon its launch, with some media outlets even dubbing it the "most ingenious iPhone accessory." As a result, Clicks Keyboard received a massive number of orders.

Thanks to Apple's extensive accessory ecosystem, countless startups can often come up with clever ideas to attract investors' attention. Apple fans also seem accustomed to the visual impact brought by these interesting accessories. It's not hard to explain why even "abstract" accessories like adding a physical keyboard to the iPhone are highly popular among consumers.

Clicks Keyboard, an interesting yet seemingly useless "beautiful waste"

In reality, Clicks Keyboard is a phone case equipped with a full keyboard. The first-generation Clicks Keyboard supports iPhone 14 and iPhone 15 series and is made of silicone material. After installing it on an iPhone, it provides physical key input.

After experiencing the first-generation Clicks Keyboard, PCMag editors described it as merely "stylish but bulky." On the one hand, the extended keyboard makes the iPhone quite elongated, and its weight increases by nearly 20%. On the other hand, Clicks Keyboard's compatibility with the iOS system is poor, and it cannot properly input characters or switch languages in most applications. This makes a mobile phone accessory with typing as its core function quite embarrassing.

(Image source: Clicks Keyboard)

Worse still, Clicks Keyboard requires power from the iPhone's port, meaning it occupies the original USB port and reduces the charging rate. Additionally, Clicks Keyboard is not on the official MagSafe certification list and cannot receive a full charging rate.

Despite being a somewhat superfluous mobile phone accessory, Clicks Keyboard has received nearly a thousand real user reviews and sparked widespread discussion on social media. This has given Clicks Keyboard the motivation to continue. Therefore, they recently officially launched the second-generation Clicks Keyboard, supporting iPhone 16 Pro/Max models.

The second-generation Clicks Keyboard addresses all the issues encountered by the first generation. For example, the travel distance of the physical keys has been optimized, enhancing the tactile feedback when typing. The new USB-C port supports both high-speed charging and high-speed data transfer. Clicks Keyboard has also joined the MagSafe ecosystem, allowing compatibility with other magnetic accessories while wearing the phone case.

Although its size, weight, and other aspects are still problematic, these improvements are sufficient to make the second-generation Clicks Keyboard one of the most interesting and practical iPhone accessories available today.

(Image source: Clicks Keyboard)

The success of Clicks Keyboard can be attributed to Apple's inclusiveness and openness towards third-party accessories. Although Apple imposes various "Apple taxes," considering product sales, user demand, and the surrounding ecosystem, more companies are willing to actively embrace the iPhone accessory market.

As we all know, the abundance of iPhone accessories originated from phone cases. Brands like Casetify and PopSockets, which focus on trends and fashion, have gained popularity on social media, ushering in a new era of mobile phone accessories. However, considering that phone cases also need to be functional, Apple prepared functional accessories such as smart card holders and stands when laying out the MagSafe magnetic ecosystem. This has further expanded the iPhone accessory ecosystem.

Apple phone accessories, a growing business

After introducing the MagSafe magnetic ecosystem, Apple began to prioritize official accessories. However, to date, the magnetic accessories Apple has launched for the iPhone are still common products such as card holders and backup batteries. So, what is the significance for Apple to go through so much trouble to build such a vast ecosystem?

The construction of Apple's accessory ecosystem is not only to meet the functional needs of hardware but also to pursue enhanced user experience. Data shows that the market size of Apple accessories reached $22.7 billion in 2022. With the diversification of accessory types and functions, the report predicts that this value will grow to nearly $50 billion by 2032, with a compound annual growth rate of approximately 8.5%. Behind this growth is not only the increasing demand for high-tech products like MagSafe but also Apple's focus on user experience, leading to extreme optimizations in device and accessory connectivity, convenience, and aesthetic design.

But ultimately, it's also related to interests.

Apple's meticulously designed accessory ecosystem further strengthens user loyalty, creating a closed-loop system that makes it difficult for users to leave. Data shows that every 100 iPhones sold drive the sales of 35 pairs of AirPods and 17 Apple Watches. This accessory synergy not only boosts Apple's sales but also brings sustained user stickiness to its ecosystem.

For example, MagSafe technology makes charging and connection more convenient. At the same time, Apple has established a certification system for accessories, allowing third-party manufacturers to also benefit from Apple's ecosystem. This closed-loop design not only enhances user convenience but also makes Apple an indispensable brand for Z-generation (those born between 1995 and 2005) consumers.

Among the Z-generation, Apple's accessory ecosystem has become more than just simple mobile phone accessories; it has become a social symbol. A survey report shows that 88% of teenagers own an iPhone, and 90% plan to continue purchasing iPhones in the future. This high preference stems from the seamless connection in design and usage of Apple accessories, such as the iPhone's MagSafe system that can directly attach accessories, making wireless charging, card holders, and other uses more convenient.

Meanwhile, Apple's "blue bubble" feature in iMessage has become a symbol distinguishing Apple from other brands, a feature popular among the Z-generation, even leading to the social phenomenon of "green bubble pressure." For young users, joining the Apple ecosystem is not only a functional need but also a symbol of trend and identity.

When it comes to versatile accessories, Apple is far behind Android

Android manufacturers have also begun to notice consumers' demand for mobile phone accessories and are moving in a direction similar to but different from Apple. Xiaomi introduced an officially customized imaging kit for mobile devices for the first time with the 13 Ultra. The kit, resembling a phone case, combines with handles, lens rings, and other components to form a complete photography set. The Polaroid kit sold alongside Xiaomi's first small foldable phone, the MIX Flip, was also instantly snapped up by consumers after its launch.

(Image source: Xiaomi)

At the recently concluded OPPO Find X8 series and Xiaomi 15 series launch events, the latest "magnetic phone accessories" were showcased. OPPO introduced charging back clips, coolers, and wireless chargers, while Xiaomi unveiled a new magnetic cooler. During the event, Xiaomi even joked that the cooling capability of the Xiaomi 15 is already robust enough, and this cooler is more suitable for competitors.

(Image source: OPPO)

Launching products is not difficult; the challenge lies in building an ecosystem.

A month before the release of OPPO and OnePlus's new flagship products, Li Jie, the general manager of OnePlus China, shared the specification sheet for wireless charging and magnetic accessories on social media, making the design specifications public and collaborating with third-party partners to build an accessory ecosystem.

(Image source: Weibo)

We can also anticipate that with the publication of design guidelines, Android manufacturers will quickly build their accessory ecosystems. Both official and third-party accessory manufacturers can easily join the ecosystem, providing users with more options.

Apple's accessory ecosystem has brought many "surprises" to the market. From MagSafe wireless charging to the magical keyboard case like Clicks Keyboard, Apple is leading innovation while providing personalized options. It has even revived the physical keyboard that Jobs "ruthlessly abandoned" years ago in a new way, piquing the curiosity of many Apple fans.

However, Apple is not the only player in this lively scene. The Android camp is also not far behind. Major manufacturers are now pondering how to enrich user experience through accessories. For example, Xiaomi's imaging kits, OPPO's magnetic chargers, and various cooling back clips make Android phones more versatile and flexible. These manufacturers adopt an open cooperation strategy, boldly introducing third-party partners to quickly build a diverse accessory ecosystem, enriching the choices for Android users.

This "accessory war" is becoming increasingly lively. Apple will continue to strengthen its MagSafe ecosystem to ensure its distinct "Apple flavor," while Android will continue to move further down the path of openness and diversity. Whether it's Apple's highly consistent experience or Android's personalized approach, the future accessory market is destined to be even more exciting.

For users, this competition is good news: whether you prefer Apple's "exquisite closed loop" or Android's "diversity and variability," you can find options that appeal to you.

Source: Lei Technology