If Jony Ive introduced it:
At Apple, we are obsessed with innovation. For years… we asked ourselves a simple, yet profound question: how can we make your iPhone… even closer to you?
The answer… was hiding in plain sight. A breakthrough so elemental… so pure… it almost feels inevitable. We call it… the lanyard.
This is not just a string. It is… the culmination of decades of design thinking. By reimagining how a phone attaches… to you… we’ve fundamentally changed the relationship between human and technology.
Now… you can wear your iPhone… around your neck. Or… secure it to your trousers. The convenience is… disarming. The experience… emotional. The first time I tried it, I felt something I had never felt before: a weightlessness… a freedom… and yes… I cried.
Crafted from aerospace-grade fibers, woven at the molecular level, the lanyard is designed to withstand not just gravity… but the test of time itself. This is not an accessory. This is… innovation, distilled.
At Apple, we are obsessed with innovation. For years… we asked ourselves a simple, yet profound question: how can we make your iPhone… even closer to you?
The answer… was hiding in plain sight. A breakthrough so elemental… so pure… it almost feels inevitable. We call it… the lanyard.
This is not just a string. It is… the culmination of decades of design thinking. By reimagining how a phone attaches… to you… we’ve fundamentally changed the relationship between human and technology.
Now… you can wear your iPhone… around your neck. Or… secure it to your trousers. The convenience is… disarming. The experience… emotional. The first time I tried it, I felt something I had never felt before: a weightlessness… a freedom… and yes… I cried.
Crafted from aerospace-grade fibers, woven at the molecular level, the lanyard is designed to withstand not just gravity… but the test of time itself. This is not an accessory. This is… innovation, distilled.
