If you're a case-maker trying to play in a crowded space like the iPhone market, you really just have two options. One, try to be the best (see Otterbox, Case-Mate). Or two, use a niche to try and appeal to as big of an audience as possible.
PowerA has definitely gone with the latter strategy for its new line of officially licensed, Star Wars cases. Well I guess if you're targeting large audiences, the iPhone-toting Star Wars crowd isn't a bad choice...