Looks a bit like a desperate attempt to me.
These lenses inherit the build-in optics which is not a good idea in the first place.
Interesting concept. Depending on the specs of the optics, I don't see why they can't be used on other phones too, if they make a suitable attachment for those. Assuming they haven't optimised too closely to the specifics of the iPhone camera system.
As it goes on the object side of the existing lens it has potential to offer more than the built in part. I think in practical terms, this is more handy than the DxO One or Sony QX series. I've sold my QX100 since I find it so fiddly with both the mechanics and software, I never use it...
<a class="bbc_url" href="http://snowporing.deviantart.com/">dA</a> Canon 7D2, 7D, 5D2, 600D, 450D, 300D IR modified, 1D, EF-S 10-18, 15-85, EF 35/2, 85/1.8, 135/2, 70-300L, 100-400L, MP-E65, Zeiss 2/50, Sigma 150 macro, 120-300/2.8, Samyang 8mm fisheye, Olympus E-P1, Panasonic 20/1.7, Sony HX9V, Fuji X100.
While Android is a bit bigger than iOS, the fact that they only have to consider a few phone dimensions for the bracket makes it natural to bring it for iPhone and not the gazillions of different Android devices.
They don't have to target every single android phone that ever existed. Just pick the top ones of the current era.
<a class="bbc_url" href="http://snowporing.deviantart.com/">dA</a> Canon 7D2, 7D, 5D2, 600D, 450D, 300D IR modified, 1D, EF-S 10-18, 15-85, EF 35/2, 85/1.8, 135/2, 70-300L, 100-400L, MP-E65, Zeiss 2/50, Sigma 150 macro, 120-300/2.8, Samyang 8mm fisheye, Olympus E-P1, Panasonic 20/1.7, Sony HX9V, Fuji X100.
B)
