This is the invention you wish you had thought of, but believed that if you had then people would think you were joking.

The Sumajin Smartwrap is the simplest product available for the iPod, but also one of the most useful. Everyone has experienced it: you put your iPod away in a hurry, carelessly stuffing the cable into your pocket, only to pull it out later and spend your whole bus journey untangling it. With the Smartwrap the lag time from your pocket to your ears in significantly reduced, allowing you more time to enjoy your tunes.

This ingenious invention is the answer to cable-knot torment. Shaped like a Magnum ice cream stick, you simply slot your cable into one end, wrap the excess around the middle, then slot the other part of the cable through the opposite end.

The Smartwrap is made from flexible, smooth silicone, it is comfortable to use and doesn’t have the tendency to collect lint like some other rubber-based products. After a period of testing and constant winding and unwinding, the Smartwrap still looked as new as the day it was opened. It comes in nine colours, and conveniently most of them match with the Evo iSkin cases for stylish co-ordination.

The only grumble consumers could have is the price tag, which seems excessive for such a simple product, but it is the practicality and durability that makes it completely worth the cost. A brilliant, uncomplicated innovation that serves to make your life easier, the Sumajin Smartwrap is the ideal solution to an all-too-common problem.

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