Apple launches $229.95 iPhone Pocket ‘sock’ to widespread bemusement
Apple has built its reputation on cutting-edge devices and stylish design, but the company’s latest product is decidedly more low-tech.
The iPhone Pocket is a mesh strap developed in collaboration with Apple’s fashion designer Issey Miyake, “born from the idea of creating an additional pocket” (AAPL) announced in a statement on Tuesday.
Designed to fit any iPhone, Pocket will be released on Friday and will be available in a variety of color options.
“Apple and ISSEY MIYAKE share a design approach that celebrates craftsmanship, simplicity and taste,” Molly Anderson, Apple’s vice president of industrial design, said in a statement.
“This clever extra pocket exemplifies these ideas and is a natural accompaniment to our products,” he added. “Its recognizable silhouette offers a beautiful new way to carry your iPhone, AirPods, and your favorite everyday items.”
The long-strapped design will be available in three colors, while the short-strapped design will be available in eight colors. – Apple
Apple says the iPhone Pocket can be used in many ways, such as over the shoulder, attached to bags or held in the hand. – Apple
But Apple’s eyebrows were raised at the high price tag for a product “inspired by the ‘piece of cloth’ concept”; The short Pocket set is $149.95, while the long version is $229.95.
“$230 for a cut-off sock. Apple employees will pay anything for anything as long as it’s Apple,” one user wrote on
Others likened Pocket to the neon green mankini worn by Sacha Baron Cohen’s comic book character Borat; another user X posted a picture of the lime green Pocket alongside an image of Borat in a revealing swimsuit. The caption reads, “Same weather.”
While some segments did not believe this, other segments showed a more nuanced reaction.
Technology analyst MG Siegler called it an “incredibly expensive sock” in his report. Spyglass newsletter Wednesday before discovering the logic behind the product.
Miyake was one of Steve Jobs’ favorite fashion designers, Siegler said.
“I think the most important/interesting aspect of this product is actually the ongoing trend of turning the iPhone into a wearable device,” he wrote.
“What started out as armbands for runners is now looking like a strap that can be worn daily for a lot of people,” Siegler added, referring to the release earlier this year of Apple’s iPhone Crossbody Strap, which retails for $59.
“It’s another accessory and a way to add some color to your outfit,” he said, referring to Apple’s latest offering.
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