Apple’s magical iPhone stick unveiled

The secret behind the magic sticks holds most iPhone products at Apple Store has been revealed; but it might not be a big surprise. The recently released patent “Product Display Stand with Reduced Movement” contains details about the display stand itself. It refers to the long poles shown in displays that are most commonly found in Apple Stores around the world. Several features are outlined in the patent that are designed to keep the product atop the display stand in place. These features include reducing the time a customer spends interacting with the product, quickly reducing any oscillations and dampening any movement. The key to all of this is the damping chamber. This is typically found under the surface of the table at an Apple Store. The tables’ typically deep edges provide plenty of space to hide the patented component. With most patents, there’s no guarantee that customers will see these concepts in a physical product. In the case of Apple’s display stand, that’s not true. We’ve seen it at product introductions, and it’s on display at Apple Stores. It’s encouraging to see businesses in the real world taking care of the small stuff. While creating a better display may seem like a lot of work, it’s a visible effort that impacts the culture at Apple.