This company sent iPhones with actual bites taken out of them

Appcharge wanted people to feel the 30% tax Apple takes from app developers.

So they sent dozens of iPhones with physical bites removed to industry leaders:

They literally cut chunks out of brand new iPhones, packaged them again, and shipped. They also put up a billboard near a game developer conference last week:

It makes total sense - Appcharge sells a platform for app payments.

The damaged iPhones probably cost them $50K total. But everyone who received one had to show it to their entire office. Then post about it.

My take: Weird physical gifts = conversations that ads can’t buy. Destroying $1,000 phones is a beautiful conversation starter. And it worked. Every exec who opened that box immediately understood: Appcharge is dead serious about killing app store fees.