PopSockets’ new ultrathin grip is the product its founder wanted to make all along

FastCompany: More than 15 years ago, David Barnett was working as a philosophy professor at the University of Colorado when he came across a problem. His headphones kept getting tangled up. He ventured to a Joann fabrics store, where he bought two buttons he glued to the back of his phone; he would wrap the wire around them. Problem solved! Or at least he thought so—until he realized how ridiculous it looked, and searched for a more elegant solution. When he couldn’t find one, he created it himself.

That solution was PopSockets, the phone grips that since 2014 have sold more than 275 million products and expanded into other upgraded versions of the original idea—grips that use magnets to attach to phones and cases rather than adhesive, plus wallets and chargers with grips. But all of these have a bulkier profile than what Barnett envisioned. The latest product from the brand—the Low-Pro Grip—gets as close to his original idea as possible. At roughly 2.5 mm (0.10 inch) thick when collapsed, it’s nearly the exact height of the first PopSocket prototype. But unlike that version, this one works.

[Photo: PopSockets] “I was excited to get it from the mail, opened it up, and it was like a silver dollar, just rock hard,” Barnett said of the first prototype, noting that it never opened up. This failed prototype led him to create the original accordion-style PopSocket, and is now coming full circle with the Low-Pro Grip. The product launches today exclusively at Apple stores and will expand to more retailers July 29. Thinner than ever The original PopSocket, Barnett acknowledges, had the reputation of being “bulky,” with some complaining about the product getting stuck in a pocket, for example.

Barnett’s team is hoping to change that narrative with this new design. The original PopSocket contained an accordion grip that used multiple rings to expand. After realizing the difficulties with converting the original design into the new product, they landed on a different mechanism. Even though the shape is similar, the Low-Pro Grip uses a single piece of polymer that’s thinner but just as functional. [Photo: PopSockets] The grip includes an adjustable ring stand, which Barnett and his team felt was necessary and had to be usable in multiple orientations.

“People sit at lunch and they’re either scrolling videos or scrolling their texts,” he said. “A lot of things they’re doing, besides watching traditional movies, [are] better in portrait mode.” The grip can snap onto any MagSafe case, and pairs well with most MagSafe chargers. The products, durability tested, require nearly 17 pounds to break. Barnett and his team ensured that the products could be fidgeted with, yet were difficult to damage. Ready to pop Barnett says the Low-Pro grip is the beginning of a family of products the company plans to offer.

That could include a mount that would work as an adapter for magnetic mounts or other products. But ensuring demand for those products will require winning over customers—particular those who have been hesitant to adopt a phone grip. “I’m sure many [current customers] will love this product, and some of them will switch to it,” Barnett says. “But it ‘ s more targeting people who are familiar with PopSockets, but never used the item.” The grip will be available in a variety of colors, including black, navy, Electric Fuchsia and Blue Aura.

The launch of a new product that aligns with the founder's vision and addresses customer concerns is significant for PopSockets and the brand industry, while also providing relevant insights for brand strategy professionals.