What we did
Freeing you from the prescribed viewing angles of typical iPad cases, Logitech’s innovative AnyAngle case seamlessly adjusts so you don’t have to.
Today the iPad transcends traditional market segments and is used by anyone and everyone from toddlers to nonagenarians, in settings ranging from quietly low-key to high-energy high-impact, from focused productivity to casual interaction, and from stationary settings to non-stop motion. No matter our age or our usage pattern, the reason most of us use a case for our iPad is because we’re looking for protection against scratches, bumps and falls. But protection tends to mean bulk, and part of the attraction of the iPad is the lightweight, streamlined design. And users look for cases that can augment the usability of their iPad, whether they use while seated at a desk, hanging out in bed or anywhere in between. The challenge then was to design a case that can offer strong protection, in a way that highlights rather than detracts from the iPad and that works in any of the diverse usage scenarios of the iPad.
users look for cases that can augment the usability of their iPad
Looking beyond the constraints
Even though the iPad is a rare product that appeals across market segments, looking at younger users yields important insights. Today, most kids have grown up with smart phones and tablets. They are beyond the honeymoon phase in their relationship with the iPad. They appreciate convenience, but more importantly they chafe at constraints. Existing iPad cases prescribe certain interaction models. For now, most mainstream users may be okay with the friction these interaction models represent, but these teens are not. They resent that the user has to adapt to the case rather than the other way around. This insight pointed to an important problem and an opportunity that goes beyond this specific target group. How could we design a case that truly frees you to do whatever you want to do without locking you into a certain interaction model? And on a more fundamental level; how could we truly augment the interaction with the iPad?
“…on a more fundamental level; how could we truly augment the interaction with the iPad?”
By focusing on augmenting the unconstrained simplicity of the iPad, the AnyAngle cover not only protects but makes the iPad even more effortless and useful. The design of the AnyAngle supports this with every detail. The elegant integration of the slim AnyAngle hinge allows the iPad to be placed at any angle from 70 degrees to 20 degrees. The invisible magnets integrated into the cover mean that the preferred angle stays in place when lifted, allowing the tablet and case to be moved with only one hand. No more flopping covers! The soft, dirt repellent two-way stretch fabric feels comfortable in your hand and on your lap and avoids creasing of the cover no matter how many times the cover is bent into low or high angles.
Recognizing that iPad users are typically proud to own an Apple product, the back of the case provides needed stability while allowing the back of the iPad with the Apple logo to show through. NONOBJECT worked closely with the client engineering team all the way through production, spending time in the factory to ensure that the design intent would stay intact through production.
The elegant integration of the slim AnyAngle hinge allows the iPad to be placed at any angle from 70 degrees to 20 degrees.
At your desk, on your sofa, in your bed, on the move – AnyAngle is ready to go anywhere with you. Distilling protection to the essentials, the lightweight case with the clear back protects without adding bulk or heft. AnyAngle – a case that adapts to you, not the other way around.