Apple launches knitted iPhone Pocket in collaboration with Issey Miyake
Apple, in collaboration with fashion designer Issey Miyake, unveiled the iPhone Pocket, a knitted strap designed to serve as an "additional pocket" for carrying devices and everyday items. The low-tech accessory, which critics liken to an "insanely expensive sock," comes with a hefty price tag of up to $229.95, fueling online backlash but also highlighting Apple's continuing trend of turning the iPhone into a wearable accessory.
LONDON — Apple has built its global reputation on developing cutting-edge technology and sleek designs, but the company’s latest product release is notably more low-tech.
The product, called the iPhone Pocket, is a knitted strap developed in conjunction with fashion designer Issey Miyake. It was “born from the idea of creating an additional pocket,” Apple announced in a statement on Tuesday.
Designed to fit any iPhone model, the Pocket will be released on Friday and will be available in a range of colors.
"Apple and ISSEY MIYAKE share a design approach that celebrates craftsmanship, simplicity, and delight," stated Molly Anderson, Apple’s vice president of industrial design. "This clever extra pocket exemplifies those ideas and is a natural accompaniment to our products. Its recognizable silhouette offers a beautiful new way to carry your iPhone, AirPods, and favourite everyday items.”
Price and Public Reaction
The product, which Apple states is "inspired by the concept of ‘a piece of cloth,’" has raised eyebrows due to its hefty price tag. The short version of the Pocket is set to cost $149.95, while the long version will retail for $229.95.
The high price drew immediate online backlash. "[$]230 for a cut up sock. Apple people will pay anything for anything as long as it’s Apple," wrote one user on X. Other users compared the lime-green Pocket to the infamous neon-green mankini worn by Sacha Baron Cohen’s character Borat, with one user posting a side-by-side image captioned, "Same vibe."
While some reactions were incredulous, others offered a more nuanced perspective. Technology analyst MG Siegler called the item "an insanely expensive sock" in his Spyglass newsletter on Wednesday. However, he explored the rationale behind the product, noting that Miyake was one of Steve Jobs’ favorite fashion designers.
Siegler also pointed out a broader strategic trend: "I think the most important/interesting aspect of this product is actually the continuing trend of turning the iPhone into a wearable." He cited the earlier release of Apple’s iPhone Crossbody Strap, which retails at $59, suggesting that the phone strap is becoming a daily wearable accessory for many consumers.
