Apple’s new iPhone Pocket accessory sold out within hours of its U.S. launch on Friday, November 14, defying widespread online ridicule over its $150-$230 price tag and simple knitted design. The limited-edition collaboration with Japanese fashion house Issey Miyake became completely unavailable across all colors and sizes on Apple’s U.S. website by Friday morning.
The accessory, described by critics as resembling a “cut-up sock,” launched at select Apple Store locations worldwide and online, with Apple Store SoHo in New York City serving as the only physical U.S. retailer. According to Bloomberg, customers treated the release like “a drop from Supreme or Nike,” with queues forming at the SoHo location.
Social media erupted with criticism following the product’s November 12 announcement, with Reddit users and commentators questioning whether Apple fans would “pay for anything”. The iPhone Pocket, a 3D-knitted pouch designed to carry an iPhone and small items like AirPods, drew comparisons to everything from athletic wear to Borat’s “mankini”.
“A cloth pouch for 250 dollars?” read one typical reaction on social platforms, while others joked about asking their grandmothers to knit one instead. Tech reviewer Marques Brownlee called it a “litmus test” for Apple’s most devoted fans.
Despite the backlash, the accessory’s fashion pedigree resonated with design-conscious consumers. Lee Aizner, a 26-year-old women’s fashion designer in New York, told Bloomberg she rushed to the SoHo store hoping to purchase one. “It’s so cool design-wise because it’s designed by Issey Miyake,” she said.
