In a scene reminiscent of a high-fashion launch rather than a tech product drop, crowds gathered eagerly outside Apple's SoHo store in New York early on Friday. The object of their desire was not a new phone, but the new iPhone Pocket, a wearable pouch created in collaboration with the renowned Japanese fashion house, Issey Miyake, with a price tag of up to $230.
Within a matter of minutes, the accessory vanished from both physical shelves and online stores, leaving many potential buyers empty-handed. This explosive demand highlights a successful venture into the lucrative intersection of technology and luxury fashion.
Why The iPhone Pocket Caused A Frenzy
The iPhone Pocket is far from an ordinary phone sling. Its appeal is deeply rooted in its design pedigree. Crafted from Issey Miyake's signature 3D-knitted fabric, it is available in two versions: a short model for $150 and a longer one for $230. This collaboration taps into the iconic label's design heritage and is further bolstered by Miyake's historical connection to Apple's late co-founder, Steve Jobs, whose famous black turtleneck was a product of their association.
For many shoppers, the utility of the pouch was a secondary concern. The primary draw was the chance to own a piece that sits at the crossroads of two globally influential brands. New York fashion designer Lee Aizner captured the sentiment, calling the design "so cool" and admitting that the mere rumour of it selling out intensified her desire to own one.
Scarcity As A Driving Force
A key factor in the instant sell-out was Apple's extremely limited distribution strategy. The company listed only ten physical stores worldwide that would carry the pouch, with the SoHo outlet being the sole location in the United States. The other stores were strategically placed in major fashion capitals like Tokyo, London, Paris, and Milan.
With such constrained availability and every colour quickly marked as 'sold out' online, scarcity became an integral part of the product's allure. Buyers who arrived just moments after store opening found the shelves already cleared. One lucky customer, Owen Sanders, managed to secure the last short pink pouch for his wife, who is a devoted Miyake fan.
Apple's Push Into Wearable Fashion Accessories
This launch is a continuation of Apple's recent foray into wearable phone accessories. In September, the company released a crossbody add-on that effectively turned the iPhone into a small handbag, a nod to a trend long popular across Asia.
The new iPhone Pocket takes this concept further. It is a stretchable knitted sleeve that can also hold small items like AirPods or lip balm. Its unique, karate-belt-like texture and multiple styling options—wearable cross-body, hand-held, or attached to a bag—firmly position it as a fashion item first and a tech accessory second.
For older Apple enthusiasts, the pouch has sparked a sense of nostalgia, drawing comparisons to the quirky, colourful iPod Socks from the early 2000s. For them, this launch feels like a modern reinterpretation of that playful era.
Content creator Michael Josh, who was dressed head-to-toe in Miyake for the launch, bought several pouches and likened them to art objects. He noted, "Some people won't understand the hype," but for collectors, the appeal lies in the craftsmanship and cultural significance rather than pure practicality.
Criticism Fails To Dampen Enthusiasm
Despite the buying frenzy, the reception online has been mixed. Some Reddit users mocked the release, viewing it as a sign that Apple is out of touch in a challenging economic climate, while others dismissed it as an April Fools'-style gimmick.
However, for the fashion-conscious target audience, this scepticism only served to underscore the item's status as a niche luxury product. For them, exclusivity is part of the value, and the near-instantaneous sell-out only proved that Apple and Issey Miyake knew precisely who they were appealing to.
