From the website:
That’s where Ideal Conceal comes in. Smartphones are EVERYWHERE, so your new pistol will easily blend in with today’s environment. In its locked position it will be virtually undetectable because it hides in plain sight.It's an interesting idea, and I hope they sell them by the boxcar load. For myself, I'll probably stick with the J-frame I carry in my pocket, but I can see that this might have a certain appeal to some folks. It's certain to cause PSH (pants shitting hysteria) among the liberals in big cities.
Cell phones and other devices are ubiquitous in today's society and seeing someone with a device lipped to their belt is very common. It's a very good idea if your concept of self-defense is two rounds of .380. With a list price of $395.00, the actual retail will probably be a bit lower, and the little gun is certainly inventive. It hides in plain sight, taking advantage of current societal mores.
Let Freedom Ring.