This design is pretty clever. It is such a simple design and yet it is something that most people wouldn’t think to make. Once you see it, you have an epiphany… an “aha” moment, like “why would I never think about that?” I guess that’s what design always is.
I do not own an iphone. However, if I did own one, then I would consider a home solution like this in order to help store everything in an organized manner.