The Bobine isn't just a charging cable for your iPhone or Android—it also doubles as a tripod (or, more correctly, serves a similar function). Its stiff but flexible body can be bent into various shapes to easily prop up your smartphone wherever you need it.
You can bend it into whatever position you need. It can become a cool dock when charging or connected to your computer, used to hook your smartphone onto a rail, door handle, or whatever else, or just coil up nicely when you need to store it in your bag. Additionally, the Bobine ought to be more durable than your average option given its metal exterior. While a little on the pricier side for a cable, if you've got an iDevice with a standard dock connector or anything else that charges via micro USB and need a tripod, you can get both for a little more than the price of one.