
The thing that I love about this design is that the physical interaction maps directly to the mental model of the user. If I want the mp3 player to play, I fold it to look like the classic play icon, a triangle pointing to the right. See below:

In order to fast forward, I fold the mp3 player into the classic fast forward icon. I envision these signature moments surprising and delighting users. It's an interesting combination of iconic representation and mapping that make operation quick and very intuitive. Hopefully, our interactions with digital devices will continue to go in this direction.
What's not clear is how you maintain the current state without having to hold the small device continuously. For example, will I be able to put this in my pocket without having it get accidentally folded into shapes that interrupt my listening experience. I imagine this is key to making those signature moments worth it.
Via: Fast Company