Apple’s latest product launch has taken the internet by surprise: a collaboration with Issey Miyake resulting in the “iPhone Pocket,” quickly dubbed the “iPhone Sock” by online users. The 3D-knit phone holder, priced at $149.95 for the short version and $229.95 for the long, is already sold out online, despite its steep price tag.
The product, inspired by the concept of “a piece of cloth,” can be worn handheld, tied to bags, or directly on the body. While some Apple fans balked at the cost, particularly given the current economic climate, the collaboration isn’t entirely out of left field.
Apple and Issey Miyake have a long history, rooted in a friendship between Steve Jobs and the late Japanese designer. Jobs once tapped Miyake to design an Apple uniform, a project that never materialized. Nevertheless, the partnership has endured, with Apple continuing to collaborate with the brand even after Jobs’ death and Miyake’s passing in 2022.
Issey Miyake is known for its origami-inspired handbags and fragrances, and the iPhone Pocket aligns with the brand’s understated design aesthetic. Apple’s decision to release this product, along with the more affordable $59 Apple Crossbody Strap, suggests a willingness to experiment with fashion-forward accessories.
The iPhone Pocket’s rapid sell-out speaks to Apple’s enduring brand power. Whether Steve Jobs would have approved of a $230 phone holder remains an open question, but the product’s success underscores Apple’s ability to dictate trends, even when they defy conventional logic.
The collaboration serves as a reminder that Apple isn’t afraid to push boundaries, even if it means releasing a luxury phone accessory that many will find absurdly overpriced. In a market saturated with practical tech, the iPhone Sock stands out as a statement piece, a testament to Apple’s continued influence on both technology and fashion
