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This means that the manufacturer has to create a converter for each specifc device, because each device has a different shape and power connector. So an iphone needs a special converter different than a Nintendo DS, for example. So unless they make a converter for your device, you can't use this system. And of course, the converter has to somehow attach to the device, which makes your device bulkier.
If this takes off, the manufacturer would then try to work with device manufacturers and battery manufacturers to develop integrated batteries that have the converter built in. Then they'd be far less bulky and wouldn't require you to buy an additonal converter. But this is a long shot unless
a) this company "owns" the market for "wireless" charging, and everyone wants to jump on board with them alone, or
b) an international body agrees on a standard for wireless charging so that every battery and device manufacturer will be willing to invest in development.
In the meantime, if this stuff doesn't take off, then the manufacturer of this wireless charging system won't have sufficient money to invest in building further converters for other devices. The trick for them will be in deciding which devices would sell the most - thus they've got converters for iphones, DS, and a few others to start with.