The line between fashion and technology blurred this week when Apple surprised everyone with its latest creation—the iPhone Pocket, a small knitted pouch made in collaboration with the Japanese fashion brand Issey Miyake. What’s catching everyone’s attention isn’t the design or the idea itself, but the iPhone Pocket price—a jaw-dropping ₹20,000 (around $230).
The internet is now asking the same question: Who will buy iPhone Pocket? Is it a clever blend of art and function, or has Apple gone too far with its luxury experiments?
Apple says the iPhone Pocket isn’t just a phone case but a stylish accessory meant to carry your iPhone and a few small essentials. It’s made using a single 3D-knit design that stretches and adapts to fit any iPhone model. The pouch comes in two versions—a shorter strap for ₹13,000 and a longer crossbody strap that costs nearly ₹20,000. Apple describes it as “a piece of cloth” that blends simplicity, craftsmanship, and joy.
For many people, though, that description didn’t justify the price. After all, it’s a small pouch—without any tech features, battery, or protection system—that costs as much as a mid-range smartphone. The reactions online have been a mix of confusion and laughter.
Social media platforms are full of jokes and memes. Some users called it a “test of Apple loyalty,” wondering if the company is trying to see how far its fans will go to buy anything with an Apple logo. Tech reviewers also had a field day, pointing out that while other tech giants are busy building advanced AI tools and innovations, Apple just released what looks like a designer sock for your phone.
But not everyone is mocking it. Some people actually see it as a fashion statement. They say the Issey Miyake collaboration gives the pouch a designer edge and that it’s clearly meant for a niche group—people who care about style, design, and exclusivity more than practicality. In Japan and other Asian markets, where Issey Miyake has a strong fan base, this might even become a popular item.
There’s also a symbolic link between Apple and Issey Miyake that many find interesting. The late designer famously made Steve Jobs’ black turtlenecks, which became part of Apple’s history. This new Apple fashion accessory could be seen as a tribute to that shared legacy of minimalism and elegance.
Still, it’s hard to ignore how much the tech landscape has changed. While Apple experiments with design collaborations, competitors are pushing the limits of artificial intelligence, smart features, and foldable devices. Critics say that instead of focusing on expensive lifestyle products, Apple should return to innovating in technology. Others argue that Apple has always been about merging art and tech—and this pouch, strange as it seems, is just another example of that philosophy.
The iPhone Pocket price might make most people roll their eyes, but there’s a method behind Apple’s madness. It’s not trying to sell millions of these. Instead, it’s reinforcing its position as a luxury brand. Just like its earlier partnership with Hermès for the Apple Watch straps, this product targets a small but wealthy audience who appreciate limited-edition designer collaborations. For them, ₹20,000 for a handmade pouch that matches their Apple gear isn’t unreasonable—it’s a statement of taste and identity.
In India, however, the reaction is very different. The average buyer sees this as an unnecessary luxury. A simple protective case costs a few hundred rupees, so spending ₹20,000 on a soft pouch feels extreme. People are asking if Apple has lost touch with everyday consumers. But even those critics admit one thing—Apple knows how to start a conversation.
Whether people are praising or mocking it, everyone is talking about the iPhone Pocket. That’s powerful marketing. By turning something as basic as a phone pouch into a trending topic, Apple once again proves it can dominate public attention even without launching a major new device.
So, who will actually buy the iPhone Pocket? Probably not the average iPhone user. It’s meant for people who see their phone as part of their outfit, not just a gadget. It’s for collectors, loyal Apple fans, and fashion-minded customers who value design and exclusivity over practicality.
At the end of the day, the Apple luxury pouch might seem ridiculous to some, but for others it’s a must-have symbol of style. Whether it becomes a best-seller or a fashion flop, Apple has already achieved what it wanted—to make people look, talk, and react.
In a world where tech companies compete for attention, Apple has once again stolen the spotlight with something as simple—and as confusing—as a ₹20,000 knitted pouch. Love it or hate it, the iPhone Pocket proves one thing: when it comes to blending fashion and technology, nobody does it quite like Apple.