Imagine paying nearly Dh845 for what looks like a glorified sock—only to have it sell out faster than the latest iPhone. But here’s where it gets controversial: Apple’s new iPhone Pocket, a wearable smartphone sling designed in partnership with Japanese fashion icon Issey Miyake, has the internet in an uproar. Is it a genius fashion statement or a ludicrously overpriced accessory? Let’s dive in.
Apple’s latest release isn’t a tech gadget, but it’s sparked the kind of frenzy usually reserved for limited-edition sneakers or luxury handbags. Priced at roughly Dh844.49, the iPhone Pocket flew off shelves within minutes, both online and in the few select stores where it was available. Bloomberg reports that the hype was so intense, it felt more like a fashion week drop than a tech accessory launch.
And this is the part most people miss: Apple insists there’s a deeper story here. The Pocket is part of a limited-edition collaboration with Issey Miyake, the designer behind Steve Jobs’ iconic black turtlenecks. Inspired by Miyake’s 1997 APOC concept, “A Piece of Cloth,” the design is meant to celebrate the idea of creating an additional pocket—a nod to both functionality and artistry. Available in eight colors with a short strap and three colors with a longer crossbody option, it’s clearly aimed at blending fashion with utility.
But not everyone’s buying it—literally or figuratively. Social media erupted with memes and mockery, with one X user quipping, “£230 for a cut-up sock.” Even Tech YouTuber Marques Brownlee called it a “litmus test” for die-hard Apple fans, questioning whether they’d buy or defend anything with the Apple logo. Critics joked that its sock-like structure offered “no security,” labeling it a “pickpocket’s dream.” Meanwhile, Reddit users dubbed it Apple’s “most unnecessary invention.”
Here’s the bold question: Is this a masterpiece of design or a marketing stunt? Apple argues it’s a tribute to Miyake’s craftsmanship and a celebration of innovation. The Pocket’s 3D-knitted construction fits any iPhone and small essentials like AirPods or lip balm, but its exclusivity is what’s driving the frenzy. Stocked in only ten physical stores worldwide—including Tokyo, Paris, Milan, London, and New York’s SoHo—it’s become a collector’s item, reminiscent of the early-2000s iPod Socks. Resellers are already flipping it at inflated prices, proving scarcity breeds desirability.
For some, the Pocket is more than an accessory—it’s a piece of history. Miyake’s connection to Steve Jobs adds sentimental value, with fans like Owen Sanders calling it “meaningful fashion and collectible art.” But critics argue the price is absurd, with social media analyst Matt Navara telling the BBC it’s less about practicality and more about “form, branding, and exclusivity.”
So, is the iPhone Pocket a brilliant fusion of fashion and function, or a test of how far Apple’s brand loyalty can stretch? What do you think? Is it worth the hype, or just a pricey sock? Let us know in the comments—this is one debate that’s far from over.
