I've kept losing short white iPhone charging cables (probably at the bottom of book bags, everyday bags, gym bags, under the car seat, etc.). They are a good length, durable and the colors make them easy to see/find. I decided to buy three (and then three more) so they were in their "designated" places (car, book bag, night bag, home desk, bedside table, work) so now I wouldn't move them and lose them. Good quality and reliability.