ShiftCam specializes in mobile photography and video: clip-on lenses (LensUltra), magnetic grips like ProGrip and SnapGrip, cinema filters, lights, and compatible cases. Founded in Hong Kong in 2017, the brand brings camera equipment-level performance to smartphones.

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The target audience is ambitious content creators and photography enthusiasts (B2C). The magnetic grip and case system is closely based on the iPhone and MagSafe, giving the brand a clear Apple connection.