A far cry from a new tech launch, Apple’s latest product release has caused jaws to drop as it announced the release of the iPhone Pocket.
The iPhone Pocket, a $149.95–$229.95 wearable “pocket” made in collaboration with Japanese fashion house ISSEY MIYAKE. The 3D-knitted accessory, described by Apple as “a beautiful way to wear and carry iPhone,” is designed to hold any iPhone model and can be worn around the neck, on the shoulder or tied to a bag.
The minimalist knit pouch comes in eight colors for the short-strap version, which costs $149.95, and three for the longer cross-body strap, retailing at $229.95. It launches November 14 in select countries, including the U.S., U.K., Japan and France.
A Collaboration with Apple History
Apple’s partnership with ISSEY MIYAKE has deep roots. The late Steve Jobs famously wore Miyake’s black turtlenecks, designed exclusively for him by the Japanese designer.
The new accessory nods to that connection, and each iPhone Pocket is crafted in Japan using a single 3D-knitted piece of fabric—a signature Miyake technique. But despite the craftsmanship, the price tag has sparked disbelief online.
‘Thought This Was a Parody’
Social media users reacted with a mix of humor, disbelief and resigned admiration.
“Thought this was a parody,” wrote NineSwords. While Modgone said: “Only $150 for a piece of cloth? That’s a bargain.”
“Waiting for the $5 knockoff,” quipped ST33LDI9ITAL.
Others pointed out the design’s connection to Apple’s past. “ISSEY MIYAKE makes Steve Jobs’s iconic black turtleneck,” said Reddit user Far_Specific4836. “This is not just a fashion thing. ISSEY MIYAKE makes their own fabric in Japan using Japanese labor. It’s gonna be expensive because it’s not cheap s***.”
Others saw nostalgia, with some referencing the 2000s iPod sock. “iPod Socks tribute omg,” wrote CaramelCraftYT.
“This is why Android users are mocking us,” wrote user newspeer.
While some shared real upset with the price tag. “People can’t afford groceries, get or even find a job, buy a house, or have kids, and Apple wants folks to pay $230 for a purse my gramma crocheted in 1980? We are living in some wild times…” said vikicrays.
iPhone Accessories
The iPhone Pocket is far from the only iPhone accessory with a hefty price tag. In its September keynote, Apple also announced the launch of the new Crossbody Strap for iPhone, retailing at $59.
Meanwhile the cheapest protective cases for iPhones available from Apple are the iPhone Air Bumper and iPhone 16e Silicone Case, both retailing for $39.
Newsweek reached out to Apple via email for comment.
