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“Sock, But Make It Apple” — The Backlash to Apple’s iPhone Pocket Accessory
A Luxury Accessory or a Marketing Misstep?
Apple has unveiled a new limited-edition accessory for its iPhone line called the iPhone Pocket, designed in collaboration with ISSEY MIYAKE. Crafted from a single 3D-knitted fabric and inspired by the concept of “a piece of cloth,” the pouch can be worn cross-body, over the wrist, or attached to a bag. However, the accessory’s premium price tag—US $229.95 for the long version and US $149.95 for the shorter strap model—has triggered a wave of criticism and memes online.
What’s the Product?
The iPhone Pocket offers two models: a long strap version in a limited number of colours, and a shorter strap version with several vibrant colour options.
It is built from a knitted textile material, designed to wrap around the iPhone (and small personal items like AirPods or keys). The fabric is stretchable enough to allow visibility of the iPhone screen without removing the device entirely.
Apple and ISSEY MIYAKE describe its design ethos as blending minimalist fashion with functional utility, building on their shared design principles of simplicity, craft and premium aesthetics.
Public Reaction – Skepticism, Mockery and Memes
Nearly immediately after launch announcements, online communities responded with a mix of confusion and satire. Key points of reaction include:
Widespread comments suggesting that the product essentially resembles a “knitted sock” for an iPhone, especially given its form and relative simplicity in utility.
Many users compared the pricing unfavourably with the original iPod Socks (released in 2004 by Apple at a much lower price), seeing the new product as a steep markup without corresponding value.
Some comments questioned the functional durability: one user pointed out that a bag or strap with open knit could be less secure, potentially risking theft or accidental drops.
The accessory’s release has prompted debate about whether Apple is focusing too much on aesthetic accessories rather than meaningful technological innovations, especially at a time when rivals are advancing in AI and wearable tech.
Why the Timing Raises Questions
This accessory arrives at a moment when Apple is facing heightened expectations in areas such as AI features, software upgrades and device innovation. Critics argue that introducing a fashion-centric accessory instead of a major functional upgrade sends mixed signals.
From a product-ecosystem view, the iPhone Pocket doesn’t enhance core user capabilities (such as camera, battery or processing); rather, it redefines accessory use and styling. While that appeals to niche fashion-forward consumers, it may not resonate broadly among everyday users who seek performance enhancements.
The high pricing situates the item more as a luxury fashion piece than an everyday accessory. This limits its audience and raises questions about whether the accessory’s value proposition justifies its cost.
If You’re Considering Purchasing
Pros:
Unique design collaboration between Apple and ISSEY MIYAKE adds collectability and brand prestige.
Stylish accessory for users who carry the iPhone as a visible fashion statement and value premium materials.
Limited-edition status may drive desirability among fashion- and brand-oriented buyers.
Cons:
Functionality is limited compared to regular phone cases or straps: it doesn’t add technological features, rugged protection, or significant utility improvements.
High cost relative to perceived value may lead to buyer’s remorse for some.
Knit fabric and open-mesh design may not offer the same protection or security as more structured phone cases or bags.
If you are value-oriented rather than brand-oriented, you may prefer more practical accessories with similar features at lower cost.
Broader Implications for Apple and Accessory Strategy
The launch underscores how Apple is increasingly leaning into fashion and lifestyle accessories as part of its product ecosystem. It signals a shift from purely technological enhancements to blending tech with high-end design.
For Apple’s brand strategy, this move may help reinforce premium perception and expand accessory revenue. On the other hand, it risks alienating some core users who prioritise innovation, value and utility over luxury branding.
The product also reminds manufacturers that accessories can become polarising when price and utility are out of alignment—consumers expect tangible value, not just brand prestige.
Final Verdict
The iPhone Pocket is less about utility and more about luxury aesthetic, branding and lifestyle positioning. For fashion-aware Apple enthusiasts who appreciate limited-edition design and are willing to pay a premium, it could be a desirable accessory. For the broader user base seeking practical value and feature enhancements, the accessory may feel like an expensive novelty.
In short, the iPhone Pocket stands as a high-style statement piece—but not necessarily a must-have functional device accessory. If you’re buying for design and brand expression, go ahead. If you’re buying for utility, there are better-value options.
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