Apple is trying to lure shoppers into its Regent Street store in London by showcasing upright iPads with smart covers that open and close automatically, without any human interaction.
According to the Verge, smart covers work through magnets to keep the flap secured and to lock into various positions.
A similar idea can also be spotted in Amazon's Kindle Fire and Google's Nexus 9 covers.
However, none of that works like Apple's iPad covers.
The company also made fake iPads stacked on top of each other to attract shoppers.