ESR unveiled approximately 30 accessories for new Apple products at an event in Tokyo, with products including the Atelier Magnetic Case with Flex Stand attracting attention. The company also announced a rebranding, retaining the brand logo while changing its styling to “esr.”
WayMeet Limited HongKong, which operates the gadget brand ESR, held a media experience event titled “Designed For What's Next” in Tokyo on 15 September and announced approximately 30 accessories compatible with new Apple products. At the event, the company also announced a rebranding that would change the brand logo from uppercase “ESR” to lowercase “esr.”
The highlight of the announcements was the Atelier Magnetic Case with Flex Stand, designed for compatibility with Apple’s first foldable device, the “iPhone Duo.” Equipped with a Flex Stand that rotates 180 degrees, it is designed to provide stability and stand functionality when the large display is opened.
The Cyclone Magnetic Charging Pad, equipped with the company’s proprietary CryoBoost cooling technology, supports 25W high-speed wireless charging under the Qi2 standard while suppressing heat generation. Other products introduced included the Xtend retractable charger with a 95cm highly durable braided nylon cable, and an ultra-light iPad case weighing approximately 270g that was developed for the Japanese market.
Kajigaya Takuya (かじがや卓哉), an iPhone and consumer electronics comedian, appeared in the talk session and discussed the variable-aperture function of the iPhone 18 Pro and advances in camera performance suited to photographing starry skies. After handling the products, Kajigaya evaluated their feel and design and described the charging pad’s cooling function as practical.
The event concluded with demonstrations of new iOS features, including converting items into electronic passes and silencing the shutter sound when taking photos. Regarding the future “iPhone 30,” he humorously suggested the possibility of eliminating the need for charging by wearing the device on the body.