Every now and then a product lands on KickStarter that takes little to no time to get all the funding it needs to be produced for the masses. The SETA is one of them.

The smartphone stand is really simple. It’s a peace of aircraft-grade aluminum that’s bent and angled so that one side forms a horizontal base, while the other sits at a 25 degree angle.

If I was to liken it to anything, it’d be an iMac’s stand. It’s fair to say that on face value it doesn’t look that remarkable. But that’s exactly what I love about it. (It’s also available in 6 different colors.)

Both surfaces have nano suction pads stuck on them, which makes them incredibly grippy without any adhesive. The stand also features a neat cut-out suction perfect for feeding cables through to keep your iDevice charged.

It won’t matter if the device you’re charging has a micro USB or 30-pin connector, it works perfectly with any popular smartphone charging cable.

I’ve had experience of nano suction pads previously, with the BlueLounge Milo. Because they don’t use an adhesive, they don’t really lose any of their grippy-ness, unless they get dust or debris on them.

Depending on how clean your desk/table is, the time that takes will vary. But, cleaning the pads is easy enough. You can use a damp kitchen towel and let them dry, or use the sticky side of some Scotch tape to remove any bits.

The SETA and Milo will undoubtedly draw many a comparison, both are minimalist universal stands that look perfectly at home on the modern desk or table. The one key difference here is that the SETA allows its users to charge their iPhones while in portrait mode, not just in landscape.

Performance wise, I found the SETA to hold my iPhone really well, and the build makes the stand sturdy. But, I think what I like most about it (as I eluded to previously) is it’s simplicity.

There’s something so honest, and effortless about it. It’s not trying to be too fancy, or flashy. It’s an angled piece of metal with two sticky pads and a cutout. Each element serves its purpose and doesn’t try too hard to be anything other than what it is. And I like that a lot.

If you want to be one of the first to get your hands on one, head on over to the KickStarter page and pledge.

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