Apple has unveiled a peculiar accessory: a $150 to $230 “pocket” designed specifically for carrying an iPhone. The product, which resembles a compact pouch with a strap, allows users to sling their phone around their shoulder or arm like a small handbag. The company boasts that the iPhone easily slips in and out of the pocket thanks to its flexible construction.
The creation was born from a collaboration between Apple’s design team and renowned fashion house Issey Miyake, known for its signature pleated designs. This influence is evident in the pocket’s form, which echoes the fluid lines of Miyake’s clothing. While sold through Apple stores, the “pockets” feature prominent Issey Miyake branding.
Available in a spectrum of colors, Apple aims to encourage users to “mix and match” with their iPhone models. The accessories will be available online and in select physical Apple Stores, though availability is expected to be limited.
The product launch has predictably triggered a wave of online criticism, with many questioning the hefty price tag for essentially a fabric pouch. Popular tech reviewer Marques Brownlee tweeted, “This feels like a litmus test for people who will buy/defend anything Apple releases.”
Beyond the obvious sticker shock, the iPhone pocket raises broader questions about product innovation and branding in the tech industry. Is this simply a clever marketing ploy leveraging high-fashion associations to justify a premium price, or does it tap into a genuine consumer need (albeit one seemingly limited to those willing to spend hundreds on a phone holder)?
