As with every Apple product release, the new iPhone Pocket has stirred excitement, with Apple enthusiasts eagerly awaiting its launch. Set to debut on November 14, this ‘3D-knitted’ phone pouch is a collaboration with the renowned Japanese fashion house, Issey Miyake.
While it offers a practical hands-free approach combined with a touch of couture, the pouch has faced online ridicule for its sock-like appearance and steep price tag.
The special edition pouch is available in two variants: a short strap priced at $149.95 and a long strap at $229.95. The short strap boasts eight color options, while the long strap comes in three shades.
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Promising a “seamless blend of function and fashion,” the minimalist pouch is being humorously dubbed Apple’s most comedy-inducing product.
Social media users quickly turned the launch into a meme sensation. “$230 for a cut-up sock,” one user commented on X. “Apple fans will buy anything as long as it’s from Apple.”
Another user questioned, “What am I seeing? Fashion statement or phone sock? Iconic release, or peak brand absurdity?”
$AAPL introduced the “iPhone Pocket.”
It’s not a phone or a case—it’s a knitted pouch for carrying your iPhone.
Apple claims it lets you “celebrate the joy of wearing your iPhone.”
What am I seeing? Fashion? Phone sock?
Iconic drop, or peak brand absurdity? pic.twitter.com/yt3d5upHVq— EcoMoat (@ecomoatai) November 12, 2025
Some even likened it to the infamous yellow V-sling ‘mankini’ Sacha Baron Cohen wore in ‘Borat’. Another post noted, “iPhone Pocket: $150. Your gym sock: $0.15.”
“You can buy an Android phone for the price of an iPhone sock,” another user quipped.
Technology analyst MG Siegler described it in his Spyglass newsletter as “an insanely expensive sock.”
Nonetheless, it has become a desirable item for many. Apple once again demonstrates its talent for turning everyday items into luxury collectibles and igniting global conversations.
