IK Mulltimedia's AmpliTube iRig was a hit at the 2010 Summer NAMM Show, getting selected as one of the Best In Show items in the "Gotta Stock It" category:
At Summer NAMM, a panel of music retail experts discussed their favorite products from the convention. The panelists offered views on the best companies, products and services they saw during The NAMM Show. At the last day of the convention they hand out awards called "Best in Show." AmpliTube iRig caught the panelist attention and gave IK "Best in Show" in the "Gotta Stock It" category.
iRig is a $39.99/€29.99 audio interface that lets you connect guitars and other instruments to an Apple iPhone. Combined with AmpliTube for the iPhone, it lets you use a phone as a portable guitar amp.