By Michelle Ndaga
Apple has launched a surprising addition to its accessory line‑up called the iPhone Pocket, a 3‑D knitted sleeve designed in collaboration with Japanese fashion house Issey Miyake and priced at up to $229.95.
The accessory has drawn a mix of admiration for its design pedigree and derision for its steep price and minimal functionality.
Described by Apple as “a beautiful way to wear and carry iPhone,” the iPhone Pocket features a ribbed, single‑piece knitted construction that can fit any iPhone as well as “small everyday items.”
The short‑strap version is priced at $149.95 and comes in eight bright colours, while the longer cross‑body variant is priced at $229.95 and is available in three colours. The company says the colour palette was chosen to mix and match with current iPhone models.
The accessory is available from November 14 in select Apple Stores and online in markets including the U.S., UK, Japan, France, Singapore, South Korea, and China.
Reaction from consumers has been swift and largely incredulous. Social‑media users questioned the value proposition of spending nearly $230 on what one described as “a sock with a strap,” and compared it to Apple’s past novelty product, the iPod Socks from 2004. Some tech commentators suggested the launch signals a trend of turning phones into fashion wearables rather than purely functional tools.
From a business perspective, the product raises interesting questions about Apple’s accessory strategy. On one hand it taps into high‑end fashion collaborations and scarce edition appeal; on the other, it exposes the company to criticism over perceived “luxury markup” for low‑functionality items.
