How A Bootstrapped Idea Made It Onto Apple’s Online Store

Say hello to the future of filmmaking — on an iPad or smartphone.   A small bootstrapped startup is now selling an aluminum and urethane contraption on the Apple Store that can turn any iPad into a movie-making machine.

Since DSLR cameras start at $500 (for a very basic kit) and lenses alone can run upwards of $10,000, filmmaking can be an expensive hobby.  That’s why Josh Apter, a filmmaker and founder of the Manhattan Edit Workshop, created the Padcaster.  “I literally took my iPad to a framing store and had it framed like a picture,” he says.

Perched on a tripod and with space to attach a microphone, a light, and even lenses, the $400 iPad in this “crude prototype,” as Apter refers to it, had transformed into a proper filmmaking camera.

He took the first iteration to the NAB Show, a massive conference for all things film, technology, and content.  Though Apter was there primarily to promote his film school, he attracted more attention for this one-eyed, odd-looking contraption.

Apter started testing it out at events, illustrating to consumers that this device could give rise to what he jokingly calls, “Video Twitter”  After interviewing folks, he’d do a quick edit on the tablet, using iMovie, and then post the video online on social media platforms — all within hours, if not minutes.

“People were amazed by the speed.  They expected to see it up online in a week or two, not in an hour.  Their mouths hung open. And that’s when I knew that we had something. That was the draw.”

Read the full story at Forbes.com.

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