Everybody knows a LifeProof case when you see one. They are nearly as iconic as the iPhone itself. But what is the story behind them and why is it when you go LifeProof you never go back?
First the story behind the company. It was started in 2009 by then Queensland University of Technology grad Gary Rayner. His idea for a completely shock, dirt, dust, ice, and waterproof case became a reality for him. The idea took 18 months and $1 million to develop, but at the LAUNCH Conference in 2011 Rayner made the first case’s debut with a dramatic presentation involving a lot of ketchup and mustard. Watch the YouTube video of Rayner’s debut, it’s pretty funny!
After Rayner’s debut his product quickly became popular among sport enthusiasts. Once his brand acquired its fist brand loyalists that pool rapidly grew and LifeProof began sponsoring sports programs as a result. in 2012, the company sponsored Ironman Triathlon in Hawaii. In late 2012, LifeProof announced participating sponsorship in all 2013 XTERRA Triathlon events and many more 
events. LifeProof’s popularity frightened its competitor OtterBox in 2011, shortly after their debut, a patent suit was filed by OtterBox against LifeProof; however, by 2013 LifeProof agreed to be acquired by OtterBox at an undisclosed price.
With their popularity, what draws the customer base to become hardcore brand loyalists? As a LifeProof brand loyalist I can say that their business model and product design draws me to buy one every time I get a new iPhone. The product is slim not bulky (like OtterBoxes). Being on the boat or near the pool during the summer, it’s also nice to know it will float and is completely waterproof if it ever fell in or got wet. But a little on their business model. The company offers a great one-year warranty on your phone and/or case if anything were to get damaged. In my 3 years of brand loyalty to LifeProof and 4 cases later I have only had to use the warranty once. With all that, you certainly do get a lot for the $80+ that you might spend on the case.
LifeProof has an excellent business model. They provide high quality products that look good and protect people’s phones from different environments. They are sold at a high price, but many people think they are worth it. The fact that they warranty the case, and even the phone to an extent, shows that they have confidence that their product will do its job. This all attracts and builds people who are loyal to the brand, which grows the company.