New iPad Stand by G86 Disrupts Apple Market with "Less"

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Built from different materials and a different design tradition, this iPad stand and the studio, g86, that created it are positioned to change the way people think about Apple accessories.

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Design is almost entirely an effort of subtraction

"Design is almost entirely an effort of subtraction," states Ryan Gorley, g86 owner and co-creator of its newly released sne stand for the iPad. He continues, "We don't need more features, we need greater clarity. We don't need broader market appeal, we need better products for smaller groups of people. In an increasingly noisy and genericized world, the mantra continues to ring true that 'less is more'."

The sne stand for the iPad is a bold expression of this design ideology as well as business philosophy. Each is made by a skilled craftsman in the United States and production has been capped at 2000 units. "When I tell people that we're only offering 1 sne stand for every 50,000 iPads they look at me like I'm crazy," says Gorley. "We chose to limit production because it gives those who own a sne stand a story to tell and ultimately something more valuable." He continues, "It also prevents our designers from falling in love with any one idea or way to solve a problem. We think the world could benefit from companies spending less time capitalizing on their current products and more time looking forward to new ones."

The sne stand from g86 has its roots in the modernist and minimalist design traditions of the early 20th century. "The situation in which designers then found themselves is similar to the situation in which we today find ourselves," Gorley says. "There is a real hunger for craftsmanship, for design clarity, for greater meaning in the environments where we live and in the objects we use." He finishes, "When a product bears the mark of great design it provides all of those things."

The sne stand for the iPad is available now at:

G86 Inc. (stylized g86) is a multidisciplinary design studio founded in 2010 and based in the Salt Lake City metropolitan area. In addition to selling its own products, g86 provides a full range of design services to clients around the United States.

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