If you thought Apple’s $19 polishing cloth was ridiculous, wait until you hear about Apple’s newest product: the limited edition iPhone Pocket is a cloth sling for your phone, which retails for $149.95 in the short size, and $229.95 in the long, crossbody size.
The item itself seems like it could be ragebait. Apple’s website says that it is inspired by the concept of “a piece of cloth,” in which just one piece of fabric comprises the entire design.
But the iPhone Pocket actually makes a lot of sense in the context of the fashion world — I’d buy a small, bright yellow sock pocket to tie to my azalea pink Telfar bag if the price did not horrify me. But admittedly, I am probably not in the income bracket that a three-figure sock targets.
Image Credits:Apple
If you’re at all familiar with Issey Miyake, the Japanese label behind the iPhone Pocket, then this design should sound familiar. Miyake, the late, revered designer, pioneered the APOC (“a piece of cloth”) concept in 1997, which showcased his innovative, tech-forward approach to fashion while also reducing waste.
“Featuring a ribbed mesh structure with the qualities of the original pleats by Issey Miyake, iPhone Pocket is a beautiful way to wear and carry iPhone,” Apple says. “When stretched, the open textile subtly reveals its contents and allows you to peek at your iPhone display.”
It’s no wonder that Miyake’s quiet genius caught the attention of Steve Jobs, another businessman known for his creativity. The two became friends, and in the 90s, Jobs asked Miyake to design a uniform for Apple employees, like those he saw at Sony in Japan. Jobs’ team balked at the prospect of dressing the same every day, but Jobs still liked the idea — so he and Miyake worked together to create his own personal uniform.
Yes, Issey Miyake, the label behind Steve Jobs’ iconic black mockneck shirt, is also responsible for the iPhone Pocket. (But Miyake himself was not involved in the design of the Pocket, since he passed away in 2022). While the Miyake label and Apple have never actually worked together, their collaboration feels like it’s been a long time coming, since it was Miyake who cultivated the Jobs aesthetic, which came to symbolize the sleek elegance of Apple under his purview.
In its long, crossbody size — which comes in just three colors — the iPhone Pocket is building on the existing trend of crossbody phone accessories. Apple even released its own $59 crossbody strap this year, which we found to be well-made, though a bit finicky for regular use. (Some photographers, however, claim that it’s the perfect camera strap).
But in the short size — which we expect will be more popular, given its lower price and wide color range — Apple could be riffing on Labubu. Hear me out.
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