Earlier quoted context omitted.
Watching that video, the first thought I have is "So much engineering and I still need to buy a phone case with my new phone?" I'm guessing phone cases are still pretty much required if you drop your phone once or twice a month onto cement/asphalt/marble/etc from pocket height. I would be really curious to hear the internal debate at Apple wrt design tradeoffs + durability. E.g. how much of the iPhone design is only…
How do you propose making a device that people wouldn't feel the need to put a case on? You could make the whole thing out of rubber but that's still going to take cosmetic damage that people want to protect the device from. You could make it easy to replace that rubber... but at what point is that not just functionally the same as a case?
Here's a patent for the idea which just expired this year: https://patents.google.com/patent/US7059182B1/
Apple also patented some versions of this, although I think not as nice as the 2005 one: https://patents.google.com/patent/US9571150B2