In a nutshell, all of its products are solutions to problems that Green and co. We don't build products for the sake of design. We build solutions to problems that we run into during day-to-day Mac use. The thing is, though, these products are really good. That's not Andrew telling me to say that. That's me canvasing Twelve South's product line and just being honest. For Mac, iPad and iPhone users willing to pay a premium for well-thought-out wares that aren't just built for the sake of satisfying shareholders' desire to keep something new on the shelf, these are just about as clever and classy as they get.
The conversation dovetails into me asking a number of prying questions. Things like: "Do you get a heads-up from Apple on design changes? Did you fully expect that serving the Apple community alone would be able to carry you? Have sales skyrocketed along with Apple's skyrocketing profits?
The Greens did an admittedly fine job of dodging what they weren't allowed to speak about outside of NDA that's a Non-Disclosure Agreement, for those who abhor legal acronyms but I got the impression that Apple gives no one -- accessory makers, anyway -- a heads-up about incoming form factors.
He recalled a period of time during his prior work where at least one major peripheral outfit gave the go-ahead to produce a new range of iAccessories based only on leaked design images.
Turns out, they weren't even remotely close to accurate. We take our time," he said. The next question must have felt obvious: "Well, what if you had the opportunity to branch out In fact, he has been approached by the non-Apple world; designers looking for a design house, companies with earnings in the billions and even one particular CEO of one particularly important consumer electronics company.
Green remains humble, but I'm aghast. We could certainly create a spinoff company that maintains our DNA but creates for other companies, but then, we're diluting the very stuff we're making today. He tells me he's still working on plans to actually end-of-life a product -- something he really hasn't had to worry about just yet -- and it's obvious what a painful personal experience this is to him. It's as if each product is a child, and deciding when it's time to let 'em go is never an easy task.
I take one last walk around the office, still trying to wrap my head around the fact that Twelve South will almost certainly never be bigger than it is today.
By choice. It just doesn't compute in a startup realm fueled by high-finance fantasies and absurd valuations. But, it seems to me that I've stumbled upon a duo that understands the pressures that come with expansion, and a duo that genuinely has no desire greater than being awesome at what they initially set out to do. This article originally appeared in Distro Issue Sign up. Murph Sponsored Links. In this article: 12 south , 12South , accessories , accessory , bookarc , bookbook , case , company , compass , design , holder , idevice , industry , interview , iphone , mac , macbook , macbook case , macbook pro , MacbookCase , MacbookPro , manufacturing , mockup , organization , peripheral , prototype , SC , sleeve , south carolina , SouthCarolina , stand , startup , twelve south , TwelveSouth.
Channeled beginnings I traveled down to the Lowcountry to have a peek into the daily lives of the folks that keep one of the smallest, albeit well-recognized-in-its-niche accessory makers, alive and kicking. Surviving a startup Perhaps unsurprisingly, finding funding for a peripheral maker in wasn't easy. Stay small The phrase "Stay small" is not plastered along the walls, nor is it tattooed across the foreheads of those within the company. Green's been in this business long enough to know the difference.
While creating accessories exclusively for Apple products may seem like a sure way to hinder the growth off a business, products like the PlugBug power adapter and the BookBook, a case that mimics the classic look and feel of a leatherbound novel, have gained a cult following and are sold throughout the world in Apple Stores.
While they can joke about it now, the business world was not so welcoming when the two parents took a risk and decided to launch the company. Luckily they had a plan that would not only lead to a successful line of products, but also keep the company from being pigeonholed.
We need three products. And as the company continues to thrive, their products constantly evolving with the steady updates and upgrades that have kept Apple ahead of the curve year after year, Twelve South remains steadfast in its decision to stay true to its roots. It is a small team; we are not a large multinational corporation. Twelve South products can be seen throughout the world, but settled into their cozy Mount Pleasant office, the company faces the same challenge as the town itself — managing success while preserving the identity that led to it.
The Charleston analogy was really the inspiration behind the BookBook, and an entire family of products. To learn more about Twelve South and see their entire product line, visit www.
Edit Close. Some of our best ideas have been inspired by our office happy hour conversations! We know you have a lot of choices when it comes to Apple accessories so we pride ourselves on paying attention to the little nuances and millimeters that take our products to the next level.
We want to be your go-to source for gear made exclusively for Apple. Twelve South is distributed in over countries but is still run by the same husband-and-wife team that started it in You may not know it, but we are a small team of about 20 lucky enough to be based in beautiful Charleston, South Carolina. We love our partners all over the world, but if you want the best selection and the best customer service, shop direct from us.
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