In a jaw-droppingly bizarre price range, Apple on Tuesday unveiled its latest accessory — a crossbody knit iPhone pouch priced between $150 and $230, costing more than some smartphones. The product, created in collaboration with Japanese designer brand Issey Miyake, the maker of Steve Jobs’ iconic turtlenecks, has sparked widespread debate online.
Apple announced on Tuesday that the iPhone Pocket will be released on Friday. The knit pouch will be offered in a short strap style in eight colors for $149.95, and a long strap style available in three colors for $229.95.
The pouch will see a limited release, available exclusively through Apple’s online store and select retail outlets worldwide. The iPhone Pocket launches on November 14 across Apple Stores in Japan, France, the UK, the U.S., and other regions.
Apple mentioned that the product originated from the concept of adding an extra pocket, noting it can be worn across the body, carried by hand, or attached to bags, and that the pouch is compatible with any iPhone model.
The product takes inspiration from Issey Miyake’s concept of “a piece of cloth,” where garments are cut from a single pre-sewn fabric tube to ensure uniformity and reduce waste. Using a 3D-knit technique influenced by Miyake’s pleated designs, the pouch is designed to fit any iPhone along with small essentials.
The launch of Apple’s iPhone Pocket has stirred a wave of reactions online, with many comparing it to the company’s 2004 iPod Socks, a similar knit pouch that sold for just $29 for a pack of six. Critics argue the new product’s steep price is hard to justify.
Tech YouTuber Marques Brownlee, who has over 20 million subscribers, tweeted that the pouch “feels like a litmus test for people who will buy/defend anything Apple releases.” The sentiment echoed across Reddit’s r/Apple community, where top comments mocked the product’s price and questioned whether it was even real.