HomeKit Insider Interview with Twelve South Co-Founder Andrew Green, Eve Dimmer, & Amazon Alexa Plus!
Mar 3, 2025
Andrew Green, co-founder of Twelve South, shares his insights on Apple accessories and smart home technology. He discusses exciting upcoming innovations like the AirTag 2, addressing both features and ethical concerns. The conversation dives into the latest advancements such as the Eve Dimmer switch and Matter bulbs, emphasizing their integration with Alexa. Green also touches on the evolution of product design, combining functionality with aesthetics, particularly the MagSafe chargers and new charging solutions, all while keeping user experience at the forefront.
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12 South Origins
- Andrew Green and his wife Leanne started 12 South in 2009, focusing on Apple accessories.
- Their first product, BookArc, capitalized on closed-clamshell mode, a then-little-known MacBook feature.
PlugBug's Unique Value
- 12 South's PlugBug with Find My is unique, filling a gap in the market for Apple users.
- This approach prioritizes innovation and ecosystem integration over simply being the cheapest option.
Future of Find My at 12 South
- 12 South's focus is on smart solutions, not just slapping "Find My" on everything.
- They are currently exploring further innovations within the power category.