Where lanyard could go

SAN FRANCISCO--Like all iPhone case makers, Incase got no advance word about the specs for Apple's highly-anticipated new device. But on Wednesday, Incase -- and its competitors -- learned all the details that would help them get ready to produce their wares for the iPhone 5.

During Apple's big media event, it also revealed that its iPod Touch would have some all-new features, including a slot for a wrist-strap. For a case-maker, this entirely new element presented one of the biggest challenges. This is a concept drawing at Incase's headquarters for how the company might engineer a case that can accommodate such a strap.

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The hat

In anticipation of Apple's iPhone 5 event, Incase's iPhone product manager Jing Liu made a part hat celebrating the day.
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Incase welcomes the iPhone 5

A mockup of a graphic that Incase planned to put on its Web site after the iPhone 5 unveiling.
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Watching the live blog

A conference room full of Incase's design and product teams watch live blogs from Apple's iPhone 5 unveiling.
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Website mockup

A mockup of the new front page for Incase's Web site.
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Talking to China

During the Apple event, Incase employees in San Francisco talk to counterparts in China who have been waiting to get started on manufacturing prototypes of new iPhone 5 cases.
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Looking at lanyard

Incase director of product development Scott Davis examines details of the wrist strap for Apple's new iPod Touch on Apple's Web site.
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Working on wriststrap design

Incase vice president of design Markus Diebel (left) and Jing Liu, the company's iPhone and iPod product manager, work on a concept for how to design a case that can accommodate the new iPod Touch's wrist strap.
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New cases

A set of prototype iPhone 5 cases that Incase is working on for a pitch to Apple. Incase is hoping Apple will select an assortment of its products to sell in Apple Stores.
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Dawn and Dave reading the release

Incase marketing and communications director Dawn de la Fuente (left) and CEO Dave Gatto read over a draft of the company's press release announcing its iPhone 5 cases.
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Shock slider prototype

This is a prototype of Incase's Shock Slider case for the iPhone 5 -- though mocked up in an iPhone 4 form factor.
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Grip slider case

This is a prototype of an Incase grip slider case for the iPhone 5 -- though mocked up in an iPhone 4 form factor.
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Jing in hat

Liu wears her party hat during Apple's iPhone 5 unveiling.
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October 1

Although Incase decided to announce that its iPhone 5 cases would be available in early October, its Web site briefly promised an October 1 ship date.
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Form follows form

A look at the Incase home page announcing its new iPhone 5 cases.
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