Apple Unveils $229.95 iPhone Pocket, Sparks Mixed Reactions

Apple has introduced a new product that has drawn significant attention and varied reactions from consumers and analysts alike. The iPhone Pocket, a knitted strap designed in collaboration with fashion designer Issey Miyake, will retail for $229.95 for the long version and $149.95 for the shorter model. This product, described as a means of creating “an additional pocket,” is set to be available starting March 15, 2024.

In a statement released on March 12, Molly Anderson, Apple’s vice president of industrial design, highlighted the shared design philosophy between Apple and Miyake, which emphasizes craftsmanship and simplicity. “This clever extra pocket exemplifies those ideas and is a natural accompaniment to our products,” Anderson noted. The Pocket is intended to fit all iPhone models and comes in a variety of colors, aiming to combine functionality with fashion.

Despite the elegant pitch, the product’s pricing has raised eyebrows. Many consumers have expressed disbelief at the cost of what Apple describes as a product inspired by “a piece of cloth.” One user on X remarked, “$230 for a cut up sock. Apple people will pay anything for anything as long as it’s Apple.” Some critics have drawn humorous comparisons, likening the Pocket to the neon-green mankini worn by Sacha Baron Cohen‘s character Borat.

Responses from industry analysts have been mixed. Technology analyst MG Siegler referred to the Pocket as “an insanely expensive sock” in his recent newsletter, but he also explored its potential significance. He pointed out that Issey Miyake was a favorite designer of Steve Jobs, suggesting a deeper connection to the brand’s heritage.

Siegler emphasized the ongoing trend of transforming the iPhone into a wearable accessory. “What started with armbands for runners back in the day is now more of a daily wearable strap for many people,” he explained. He also referenced the earlier release of Apple’s iPhone Crossbody Strap, which retails for $59, indicating that this new item fits into a broader strategy of diversifying accessories.

The iPhone Pocket’s introduction marks a notable departure from Apple’s typically high-tech offerings, leaning into a more fashion-forward approach. As the company continues to innovate, it remains to be seen how consumers will ultimately respond to this latest addition to their product lineup.

With the launch imminent, retailers and fans will be watching closely to gauge the iPhone Pocket’s reception in a competitive market where consumer expectations are constantly evolving.