The American company Apple faced a wave of ridicule on social media after it announced a new product called “iPhone Pocket”, which is a case for carrying iPhone phones at a price of 219.95 pounds, which surprised users due to its simplicity and high price.
“Cut-off sock, $230.”
Many users criticized the exaggerated price, and some mocked the bag’s resemblance to a knitted sock, with one X platform user describing it as “a $230 cut-off sock.” Famous YouTuber Marcus Brownlee also commented that the product represents a “loyalty test” for Apple fans who “buy or defend anything the company releases.”
Collaboration with Japanese fashion house Issey Miyake
Apple stated in its press release that the product is part of a limited-edition collection designed in collaboration with Japanese fashion house Issey Miyake, which had previously collaborated with the company in designing the famous black jacket worn by its late founder Steve Jobs. Apple explained that the idea of the product was inspired by a “piece of cloth” that aims to “create an additional pocket to hold the phone.” The short design of the bag will be available in eight colors, while the long design is available in three colors.
Controversy over design and price
The design of the bag was criticized due to its open top opening and the absence of safety elements, as one user asked: “No zipper, no structure, and in light of widespread phone thefts… where is the security?” On the other hand, others defended the high price, pointing out that cooperation with a luxury fashion house such as Issey Miyake justifies the price, considering the product “a tribute to Apple’s history.”
Between loyalty and brand
Social media consultant Matt Navarra believes that price is less about function and more about identity, branding and exclusivity, adding:
“This kind of pricing is nothing new in the world of luxury fashion, but for the average consumer, it appears that Apple is testing the limits of its audience’s loyalty.”
