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Apple iPhone Pocket: Apple has long been recognized for its cutting-edge gadgets and stylish design. But its newest product takes a surprisingly low-tech turn.
The iPhone Pocket is a knitted strap made in partnership with fashion designer Issey Miyake. Apple said on Tuesday that the accessory was inspired by the simple idea of adding an extra pocket.
The Pocket is designed to work with any iPhone. It will launch on Friday and come in a variety of colors.
In the announcement, Molly Anderson, Apple’s vice president of industrial design, said the partnership highlights both brands’ shared love for craftsmanship, simplicity, and a sense of joy.
She said the added pocket brings those design principles to life and pairs naturally with Apple’s lineup. It also features a distinct silhouette that gives people a new, stylish way to carry their iPhone, AirPods, and other everyday items.
Still, the price has sparked some surprise. Apple says the accessory was inspired by the idea of “a piece of cloth,” yet the short Pocket is set to cost $149.95, and the longer version will sell for $229.95.
A user on X joked that the accessory was basically “$230 for a cut-up sock,” saying Apple fans will buy anything as long as it’s from the brand.
Some people drew comparisons to the neon-green mankini worn by Sacha Baron Cohen’s Borat. One X user even posted a side-by-side image of the lime-green Pocket and Borat in his infamous swimsuit, captioning it: “Same vibe.”
Responses were divided. Some dismissed it outright, while others took a closer look. In his Spyglass newsletter on Wednesday, technology analyst MG Siegler called it “an insanely expensive sock.”
He also dug into the thinking behind the design. Siegler mentioned that Issey Miyake was a favorite fashion designer of Steve Jobs.
“I think the most interesting thing about this product is how it turns the iPhone into a wearable,” he wrote.
Siegler explained that what once started as armbands for runners has now become a daily wearable for many people. He referenced Apple’s iPhone Crossbody Strap, released earlier this year for $59.
“It’s another way to accessorize and add a splash of color to your outfit,” he said, talking about Apple’s newest release.
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