Cover image via Apple
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Issey Miyake and Apple have unveiled a new limited-edition accessory, the iPhone Pocket, which has immediately drawn criticism online for its high price tag and simple design
Fans are lampooning the tech giant's latest product, saying the company is selling what looks like "a sock with a hole in it" for USD229.95 (RM1,100).
Popular tech YouTuber Marques Brownlee described the accessory as a "litmus test" for fans who "buy or defend anything Apple releases".
Apple said the iPhone Pocket is inspired by the concept of "a piece of cloth" and was born from "the idea of creating an additional pocket"
It features a singular 3D-knitted, ribbed open structure designed to fully enclose an iPhone while also expanding to fit other everyday items. The open textile allows users to peek at their iPhone display, and it can be worn handheld, tied onto bags, or worn directly on the body.
The collaboration is a nod to Apple's history, as the late designer Issey Miyake previously worked with Apple to create the black turtleneck jumpers famously worn by co-founder Steve Jobs.
The announcement drew sharp criticism on social media, with many suggesting it showed Apple fans would "pay for anything"
The bag's design also came under fire, with one X user commenting: "No zip, no structure, and considering how many thefts of iPhones there are these days… no security?"
Some even shared tongue-in-cheek images of Sacha Baron Cohen's character Borat, pointing out the pouch's resemblance to his mankini.
However, others defended the accessory, noting the high price likely reflects its collaboration with the renowned Issey Miyake fashion label
Social media consultant Matt Navara told the BBC that the price tag seemed to be less about "function" and more about "form, branding, and exclusivity".
"This kind of pricing is not new in the world of luxury fashion… But for most consumers, it feels like Apple is testing the limits of brand loyalty," he added.
If you're interested in an iPhone Pocket, it will be available soon
The special-edition iPhone Pocket will be available beginning Friday, 14 November, at select Apple Store locations and the official website in France, Greater China, Italy, Japan, Singapore, South Korea, the UK, and the US.
The short strap design is available for USD149.95 (RM620) in eight colours (lemon, mandarin, purple, pink, peacock, sapphire, cinnamon, and black), while the long strap design is available for USD229.95 (RM1,100) in three colours (sapphire, cinnamon, and black).
