Apple’s new collaboration with fashion house Issey Miyake-a 3D-knitted iPhone accessory-is sparking debate over its $99 price tag and unconventional design. Unveiled this week, the “iPhone pocket” highlights a growing trend of tech companies seeking to expand brand reach through luxury partnerships [[1]], [[2]], and [[3]]. While Apple positions the product as an homage to the late designer’s work with Steve Jobs, early reactions suggest consumers are questioning the value proposition of a stretchy, pocket-like iPhone holder.
Apple’s latest product launch – a colorful carry bag created in collaboration with Japanese fashion house Issey Miyake – is drawing both curiosity and criticism online. The release highlights the ongoing trend of tech companies partnering with luxury brands to tap into new markets and consumer segments.
The product, unveiled on Tuesday, is described by Apple as being inspired by “a piece of cloth” and the concept of “creating an extra pocket.” It comes in eight short and three long versions, available in colors including yellow, purple, turquoise, blue, and black.
However, the launch has been met with a wave of online reactions, many questioning the price and design. One user on X (formerly Twitter) commented, “2.300 kr for a sock.” The bag, which lacks a zipper or structured form, has been likened to a sock with a strap, raising concerns about security in areas prone to mobile theft.
Kritikk for både pris og design
Critics have also pointed to the lack of closure and protection, with one user asking, “No closing, no protection – and considering all the mobile thefts these days… no security?” Others responded with humorous comparisons, posting images of Sacha Baron Cohen as Borat in his green mankini with the caption “Apple Pocket prototype.”
Apple forsvarer samarbeidet
Apple has defended the collaboration, explaining that the product is a tribute to Issey Miyake, who previously worked with Steve Jobs on his signature black turtlenecks. The company stated the bag is a celebration of the designer’s legacy and aesthetic.
Ekspert: – Tester lojaliteten
Social media expert Matt Navarra suggests the price point is less about functionality and more about status and exclusivity. “This is not new in the luxury world,” he told the BBC. “But for most consumers, it feels like Apple is now testing how far the loyalty to the brand actually stretches.”
Technology analyst Marques Brownlee (MKBHD) described the launch as a “loyalty test” for fans who either purchase or defend everything Apple releases. The reaction underscores the complex relationship between brand loyalty and perceived value in the tech industry.
