Were really stoked about our fit system for our iPad 2 case.  Joe and I have been tinkering with iPad concepts for a year and kept an eye on what is out there and what people are looking for.  We found that there were many complaints about iPads falling out of some cases, mostly due to designs which rely on rubber corner pads.  I'm not sure but I'm suspecting the rubber compressed over time and no longer had the friction that it once had.  

We wanted to come up with a system that was A) foolproof: iPad would never ever fall out accidentally and B) easy to get in and out and C) looks good (ya know- thats how we roll). Now, its not as easy as you think to fulfill both criteria since they tend to counteract each other. Also, I don't like designs where you can see some kind of mechanism that holds your iPad in place- I'm more for "magical" (to borrow the word from Apple) systems where you cant really see how its done but its just done.  

After much trial and error we came up with an elegant solution which we call our "pressure fit design".  Basically it relies on compression but when the iPad is in the case its locked underneath a lip, meaning that it cannot fall out even if you "etch a sketch" it.  Hard to explain, best to watch the video!  By the way we do all the video work ourselves.  Joe made the video and I'm the hand model. DIY baby!  -Ken