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So, he entrusted the Instapaper name to developer Mobelux, which has previously built Tumblr for iPhone and Android, as well as Carousel, a handsome Instagram viewer for Mac. Mobelux wasn’t the winner of the app-building challenge Arment started in jest, but was instead a great fit with a compatible heritage. Arment met Mobelux co-founder and Creative Director Jeff Rock all the way back in 2008 when Tumblr was in talks to buy Rock’s Tumblrette Tumblr client for iPhone. Arment (still full-time at Tumblr) got to know Rock and his team, who quickly became the backbone of Tumblr’s mobile app strategy.
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