Water-resistant devices have great potential
In many areas of the world, where extreme weather conditions occur, water-resistant devices are needed even by the average Joe.
Siemens has made a reasonable income from selling such cell phones.
Tropical countries experience downpours that have a lot in common with a shower turned full on. Most cell phone holders offer little protection. Several friends have discovered another weakness with the iPhone - the main board is very susceptible to rain damage - not immersion - and replacing a main board involves a great deal of cash.
I personally use sandwich bags to protect my personal electronics, but care is required to make sure the nags are folded carefully when putting the cell in to their holster or container.