Apple’s Newest Release: A “Pocket” for Your iPhone
Apple, known for its sleek, high-tech innovations, has taken a surprisingly low-tech turn with its latest accessory — the iPhone Pocket, a knitted strap created in collaboration with Japanese fashion house Issey Miyake.
Unveiled Tuesday, the product is described by Apple as “born from the idea of creating an additional pocket.” Designed to fit any iPhone model, the Pocket will launch this Friday in a range of colors and two lengths — the short version priced at $149.95 and the long version at $229.95.
A Collaboration Rooted in Design Philosophy
According to Molly Anderson, Apple’s vice president of industrial design, the partnership reflects the shared creative values of the two brands.
“Apple and ISSEY MIYAKE share a design approach that celebrates craftsmanship, simplicity, and delight,” Anderson said. “This clever extra pocket exemplifies those ideas and is a natural accompaniment to our products.”
The accessory, Apple adds, is “inspired by the concept of a piece of cloth” — simple, lightweight, and versatile. The company suggests the Pocket can hold not just your iPhone, but also AirPods or other small everyday items.
Mixed Reactions and Viral Comparisons
While Apple intended the Pocket to reflect minimalist design artistry, the internet had other ideas. Social media users quickly flooded X (formerly Twitter) with jokes and memes mocking the product’s price tag and appearance.
“$230 for a cut-up sock. Apple people will pay anything for anything as long as it’s Apple,” one user quipped.
Others drew humorous comparisons between the lime-green iPhone Pocket and Borat’s infamous neon mankini, calling it “the same vibe.” Photos of the two side by side quickly went viral.
Analysts See a Bigger Trend Behind the Gags
Not everyone dismissed the product outright. Technology analyst MG Siegler, writing in his Spyglass newsletter, called it “an insanely expensive sock” — but suggested that Apple’s move signals a broader design shift.
Siegler noted that the collaboration with Issey Miyake, one of Steve Jobs’ favorite designers, continues Apple’s long-standing interest in blending fashion with function.
“The most interesting aspect of this product is the continuing trend of turning the iPhone into a wearable,” Siegler explained. “What started with armbands for runners is now a daily wearable strap for many people.”
He added that the Pocket, much like Apple’s recently released iPhone Crossbody Strap ($59), allows users to personalize their look while keeping their device accessible. “It’s another accessory and a way to splash some color upon your outfit,” Siegler wrote.
Luxury Minimalism or High-Tech Hype?
Apple’s latest accessory may blur the line between fashion statement and tech satire. Whether viewed as avant-garde minimalism or a designer “sock,” the iPhone Pocket has succeeded in what Apple arguably does best — sparking conversation and commanding global attention.
Source: CNN – Apple launches $229.95 iPhone Pocket ‘sock’ to widespread bemusement
