Swiveling iPad case sparks creation of company

Brian May shows both the two-panel, right, and one-panel version of the Swivel Pro, an iPad case designed by his company, US+U. Staff Photo by John Rawlston/Chattanooga Times Free Press

• What: Swivel back iPad cases

• Company: US+U

• Address: The Tivoli Center, 701 Broad St.

• Website: www.usplusu.com

• Telephone: 877-775-0660

• Owner: Brian May

• What’s special: A self-adjusting swivel back allows the US+U case to be held in one hand and swiveled 360 degrees in either direction, depending on the requirements of the app being used. Unlike other swiveling iPad cases, US+U’s case is a portfolio-style. “It’s professional to carry into a meeting and not be embarrassed by something like what a child would be using,” May said.

• The origin story: May also runs an interactive and branding firm, Maycreate. Following the iPad’s launch in April 2010, a common complaint around the office was that the device was difficult to hold in one hand. After searching for a case that allowed one-handed use with a swivel, May said he couldn’t find one, so designed his own. He incorporated the company within a week and filed for a patent in May. The case entered production in China in October.

How long does it take to make: From 3,000 a month to 5,000 a week, when their Chinese manufacturer is at full capacity.

• Where it’s sold: At MacAuthority (in Tennessee) and PeachMac (in Georgia). US+U was just picked up by a distributor, and the cases should be available outside the region within 90-120 days.

• What it costs: iPad 1 cases are $54.99 (two-panel) and $59.99 (three-panel); iPad 2 cases are $54.99 (simple swivel) and $69.99 (two-panel).

• Plans: US+U is settling on a national distributor in Minneapolis. May said the company plans to release six new accessories for Apple products by the end of the year.

• Lessons of the trade: “Rapid prototyping today is much faster than what it was years ago when I started doing this,” May said. “Within the span of 30 days, you can go from idea to manufacturing, so you need to know it’s right before you jump into manufacturing.”