Apple and Samsung dominate over 50% of the global portable device market with their products.  Yet this innovation has not been extended to their 1-meter USB cables, which have mostly remained unchanged for years (with the exception of Apple’s Lightning connector part).

This one-size-fits-all approach forces users to carry their bulky cables with them in order to keep their devices charged on-the-go. In response, PlusUs has developed LifeLink, a new class of cable that addresses the demand for portability and easy storage. The company says it’s the world’s thinnest cable — about as thick as two credit cards stacked on each other.

When stored, the LifeLink is the length of a credit card, easily fitting in a wallet, purse or even a keychain. This gives users the peace of mind of having their Micro USB or Lighting cable with them at all times. With USB ports in cars, airplanes, at work, hotels, in TVs, tablets and even with battery banks, the LifeLink cable is a handy companion to a smartphone and tablet.

LifeLink’s design allows it to double its length to seven inches, which makes it easy to use devices to be used while they’re charging. Its perforated design increases flexibility for reaching into tight locations. It also sports a Teflon covered cable for superior durability.

The cable is available at getlifelink.com for $24.