ApexApexHomeBuy · $49

Apex Case

Your flash, focused into a beam.

Apex Case · In development

Coming soon

A closer look at the case, and what we're building next.

Work in progress. Nothing on this page is for sale yet.

LightOffOn

Tap the phone. The optic on the back throws your flash straight out, onto the trail sign ahead.

The Bedside Sleep Check plate with a tiny radar sealed inside

Coming later · Tech plates

A radar in the back of your case.

Lay your phone face down on the nightstand. A tiny radar sealed in the plate watches your breathing and movement and tracks your sleep. No watch to wear.

A concept in research, one of the tech plates below. Estimated $99, plate +9 mm.

See all the tech plates

Beta · design combos

Shuffle the look.

One case, many backs. Swipe through finishes and plates to find your combo.

01Finish
Apex Case in black with the Plain back

Plain

The launch black with a smooth plain back.

  • CaseBlack
  • BackPlain
  • PriceFrom $49
02Finish
Apex Case in black with the Dark Cedar back

Dark Cedar

Warm dark wood grain on a black case.

  • CaseBlack
  • BackDark Cedar
  • PriceFrom $49
03Finish
Apex Case in black with the Nero Marble back

Nero Marble

Black marble with fine pale veins.

  • CaseBlack
  • BackNero Marble
  • PriceFrom $49
04Finish
Apex Case in black with the Graphite Plaster back

Graphite Plaster

Soft hand-troweled plaster in graphite.

  • CaseBlack
  • BackGraphite Plaster
  • PriceFrom $49
05Finish
Apex Case in black with the Charcoal Grasscloth back

Charcoal Grasscloth

Woven grasscloth texture in charcoal.

  • CaseBlack
  • BackCharcoal Grasscloth
  • PriceFrom $49
06Plate
Apex Case in black with the Festival Stash back

Festival Stash

Earplugs, cash and a key, sealed in a pocket.

  • CaseBlack
  • BackFestival Stash
  • PriceEst. $49 + $45
07Plate
Apex Case in black with the Float back

Float

Keeps the phone on top of the water.

  • CaseBlack
  • BackFloat
  • PriceEst. $49 + $45
08Plate
Apex Case in black with the Leash Anchor back

Leash Anchor

Clip a leash on for the paddleboard, kayak or surf.

  • CaseBlack
  • BackLeash Anchor
  • PriceEst. $49 + $35

01 / 08Black · Plain

Plate prices are estimates while plates are in development.

What it does

Six things, at a glance.

  • The case: Optic, slider and swappable back in one slim case, with a raised lip and a camera guard.
    The caseOptic, slider and swappable back in one slim case, with a raised lip and a camera guard.
  • The optic: Sits flush over your flash and focuses it into a beam.
    The opticSits flush over your flash and focuses it into a beam.
  • Beam: Optic down: a tight cone that reaches down the path.
    BeamOptic down: a tight cone that reaches down the path.
  • Flood: Slide the optic up for wide light across the room.
    FloodSlide the optic up for wide light across the room.
  • Red: The red filter slides across to keep your night vision.
    RedThe red filter slides across to keep your night vision.
  • Swap the back: The back plate comes off. MagSafe works through the plain back.
    Swap the backThe back plate comes off. MagSafe works through the plain back.

Fits iPhone 17 Pro Max and 18 Pro Max. iPhone 17 Pro and 18 Pro versions follow shortly after launch.

The optic

How the optic works.

Drag either picture. The optic slides down over the flash for a beam and up out of the way for photos. The red filter slides across when you want low light.

The optic sliding between its beam position over the flash and its raised photo positionDrag
BeamPhoto
  1. DownSits over the flash and focuses it into a beam.
  2. UpSlides clear so the flash works normally for photos and video light.
The red film sliding in, hidden inside the case, turning the centre of the optic redDrag
ClearRed
  1. RedSlide the tab and a red film moves across inside the case, under the optic. Only the optic glows red: soft light that keeps your night vision.
  2. ClearSlide it back and it's out of the way.
The Apex Case in flood mode, the optic raised and the flash spreading wide through the dark.

In the dark

The test room.

Flash, beam and red light in a smoky room. The smoke shows the light’s shape.

Flood. Wide and short. Fills the space around you. Beam. Narrow and long. Your flash, focused. Red. The slider drops in the filter. Same throw, red light.

Smoke is an illustration of each light’s shape, not a measured beam test.

How a plate attaches

Pressed on. Popped off.

  1. ShellThin hook-and-loop strips run along both long edges and the bottom, with two short pads up top, so the middle stays clear for MagSafe.
  2. Matching padsThe plate carries the other half, lined up with the inserts, so it lands centred.
  3. PlateFlush with the case in X and Y. It only rises off the back in Z.
  4. Push-out holeWith the phone out, push a pin through the small hole and the plate pops free.

The first run ships with plates glued on. A hook-and-loop replacement kit is planned. Strip layout follows the current engineering drawing and may still change.

Exploded view: the case shell with hook-and-loop inserts, the matching pads, the plate, and a pin pushing through the release hole. 3 · Plate 2 · Pads 1 · Shell 4 · Push-out hole

Swap plates · Concepts in development

Swap plates. Almost ready.

Every plate attaches with thin, very secure hook-and-loop and sits flush with the case outline: from the back, a plate has the same width and length as the case. It only rises off the back. One case, many backs.

Swap plates trade away MagSafe while attached. Emergency charging with the plate off is coming. These are concepts: drawn to real sizes, not yet tested on a phone, and details can change. Prices are estimates: about $10 for textured plates, $20 for photo prints later, and $20 to $100 for utility and lifestyle plates, by complexity.

Under wraps.

Storage, outdoor and everyday plates, each a different shape and thickness, are being refined right now. First look soon.

The plate system: one case with several different plates beside it, each a different height off the back
15 concepts
  • A plate with a lidded storage pocket and a lanyard eye
    +12 mmIn development$45

    A lidded pocket for earplugs, cash and a key, with a lanyard eye.

  • A foam float plate on the back of the case with a lanyard eye
    +22 mmIn development$45

    A sealed foam pillow that keeps the phone face-up in water, with a lanyard eye.

  • Leash Anchor plate concept
    +14 mmIn development$35

    A reinforced tether eye and a low cleat to clip a coiled leash for the paddleboard, kayak or surf.

  • Shoe Mount plate concept
    +15 mmIn development$39

    A standard cold-shoe rail on a low riser, for a mini microphone or light.

  • Reflect Panel plate concept
    +9 mmIn development$20

    A micro-prismatic reflective panel that lights up in headlights, for night runs and rides.

  • Level & Rule plate concept
    +10 mmIn development$25

    A small bubble level and a millimetre scale along one edge, for the jobs around the house.

  • Band Rail plate concept
    +14 mmIn development$29

    Two low slotted rails that a strap or running armband threads through.

  • Game Grips Pro plate concept
    +22 mmBluetooth$89

    Two handles with triggers, buttons and a touch strip that pair with your phone as a real controller.

  • A plate with a finger ring that folds flat
    +28 mmIn development$25

    A finger ring that folds flat into the plate and flips up as a loop or a stand.

  • A slim card sleeve plate with a thumb window
    +10 mmIn development$25

    Two cards or folded cash in a slim sleeve, with a thumb window to push them out.

  • A honeycomb plate in glow-in-the-dark material
    +17 mmIn development$30

    A honeycomb plate in glow-in-the-dark material with a built-in whistle.

  • A plate with a flush steel bottle opener blade
    +15 mmIn development$30

    A steel opener blade sits flush in the plate, ready for any cap.

  • A plate with a round mirror set into the back
    +13 mmIn development$30

    A round mirror set into the back, with a post for a spare hair tie.

  • A plate holding a lipstick in a clip and a balm pot in a ring
    +24 mmIn development$35

    One lipstick in a snap-in clip and a balm pot in its own ring.

  • Lip Tint Dock plate concept
    +20 mmIn development$35

    A snug cradle on the back that carries your lip tint or gloss.

Every concept is in development. Nothing here is on sale yet, and the plate that comes with the case is the plain one.

In development

Concept render. Not yet tested on a phone.

Tech plates · Research

Plates with something inside.

A thicker plate with something useful sealed inside: a light, a sensor or a small battery. Tap any card to see what it does and how it's built.

Starting points, not finished products: each idea pairs a sensor or two with a light, radio or battery to solve one everyday problem. Research and prototypes only. Nothing here is for sale. Prices are estimated from part costs at small runs.

    Inside the plate

    Make it yours

    One case. Endless looks.

    Pick a colour, then swap the back whenever you like. Art plates, your own photos, even a design made just for you.

    Hands swapping an art back plate on an Apex Case at a sunny desk
    Unboxing a rosewood Apex Case on the couch

    Colours for every mood

    Smoky black and fall tones now. Brighter colours later, from sea foam and robin's egg to violet and rose.

    An art back plate on an Apex Case at a sunny cafe table

    Art plates

    Illustrated and printed backs that press on in seconds. Collect a few and match your day.

    • Your photoPrint a favourite picture onto a plate. About $10 to $20.
    • Design it at checkoutDescribe your team, a logo or an idea, and we'll create the art for your plate.
    • Utility modsStorage, outdoor and everyday plates. Still under wraps for now.

    On the whiteboard

    Where Apex goes next.

    A peek at the ideas on our board right now. Sketches, not promises.

    Banner spots on sites people already read
    A dark homepage takeover for launch week
    APEXYour flash, focused.
    A booth at the big tech show, beams on
    marketplace.example

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    White label and partner versions

    Optic sketch, rev 3: rays from the flash leave in a tight beam.

      Launch finishes

      The sample book.

      Nine quiet finishes, from onyx and nero marble to dark cedar, like a home-remodel sample book. They ship first. Art plates follow.

      • Graphite Plaster
      • Pebble Grey
      • Warm Taupe
      • Bamboo
      • Dark Cedar
      • Nero Marble
      • Charcoal Grasscloth
      • Olive Satin

      Thanks for looking.

      The Apex Case itself launches first. Pre-order opens soon.

      Back to Apex

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