Apple has once again split the internet, but this time it’s not with a new iPhone; it’s with a pocket for it. The tech giant just showed off the “iPhone Pocket,” a collaboration with Japanese fashion house ISSEY MIYAKE. It costs an unbelievable Rs 20,000 (US $230). The accessory is being sold as a “beautiful and wearable way to carry your iPhone,” and it has led to a lot of memes, jokes, and disbelief online. A lot of people are asking the same thing: “Who will buy this?”
The iPhone Pocket is Apple’s latest attempt to combine fashion and technology. It is made of 3D-knitted fabric and is based on the Japanese idea of “a piece of cloth.” Some people think of it as a fashionable statement piece, while others think of it as an expensive “phone sock.” The debate shows how powerful Apple is: it can turn even a simple pouch into a worldwide discussion about branding, design, and consumer obsession.
Table of Contents
What Exactly Is iPhone Pocket?
- The iPhone Pocket is an accessory made by Apple and ISSEY MIYAKE.
- Made from a 3D-knitted fabric that Apple/ISSEY says was inspired by the “piece of cloth” idea.
- Comes in two lengths of straps/variants:
- Short-strap version (costs about US $149.95, or about Rs 13,200 in India)
- Long-strap version costs US $229.95, which is about Rs 20,400 in India.
- Available in some markets (US, UK, France, China, Japan, Singapore, etc.) starting on November 14, 2025. There is still no official word on when it will launch in India.
- There are eight colors for the short strap (lemon, mandarin, purple, pink, peacock, sapphire, cinnamon, and black) and three colors for the long strap (sapphire, cinnamon, and black).
- How to use: wear it across your body, tie it to your bag, or put it on your arm to carry your iPhone (any model) and “other pocketable items.”
Why the Fuss? Why “Who Will Buy iPhone Pocket?”
Price vs Purpose
- Many people questioned the value of the product when it cost about Rs 20,000 for a pouch. “What does it do that a normal pouch or cross-body bag doesn’t?”
- Some people thought it was more of a fashion statement than useful tech gear.
- What people said on social media:
- “This will be a very, very popular item for wealthy Asian women who work in offices…” They really like Issey Miyake.
- “While the big tech companies are making AI models, Apple is playing with socks.”
- So, some of the confusion comes from people thinking that Apple would focus on cutting-edge technology instead of knitted accessories.
Brand Loyalty and Perception
- Marques Brownlee (MKBHD), a tech commentator, said that the product was “a litmus test for people who will buy or defend anything Apple releases.”
- Some people think Apple is making money off its brand more than coming up with new ideas.
Design & Utility Questions
- The knitted fabric design is new, but some people have said that it might not be as strong, protective, or useful as regular phone cases or bags.
- In markets like India where getting a good deal is important, the combination of a high price and limited availability may make people doubt
Market & Context Angle (“Who will buy iPhone Pocket?”)
- This product isn’t about how well it works (like how it protects your phone or has smart features), but about the fashion-tech accessory market: how phones become part of your outfit and who you are.
- The argument about price vs. usefulness: Many people wonder if it’s worth the price of $149 to $229 compared to regular phone cases and cross-body pouches. The media has brought up the question: “Who will buy?” or “Is this worth it?”
- Limited edition or fashion branding: Because it’s a design collaboration, style and exclusivity are probably just as important as practicality when making a purchase.
- For your Indian audience, change the global price (around US$230) to Indian rupees (around ₹20,000+), and think about problems with import, duty, and availability. That higher price may make it harder for people in India to buy it than in other places.
- Trend insight: It shows how big tech companies like Apple are getting into the fashion and lifestyle business, not just making hardware.
Conclusion:
The Rs 20,000 iPhone Pocket from Apple isn’t just an accessory; it’s a sign of how branding and design can affect what people buy. You might think it’s a bold mix of fashion and technology or an unnecessary luxury, but there’s no denying that Apple can make the world stop and talk. The “Who will buy?” debate is a great example of today’s tech culture, where style, identity, and emotion often come before usefulness.
This launch is a reminder to Indian customers that value is more than just the price. The best choice isn’t always the most stylish one; sometimes it’s the one that really meets your needs. Whether you love it or hate it, the iPhone Pocket shows that Apple can still make something big out of something small.
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