Apple introduces Rs 20,000 ‘iPhone pocket’, gets trolled on X: ‘A fancy sock’

Apple announced a new fashion-led accessory titled the iPhone Pocket, designed in partnership with Japanese designer Issey Miyake. The pouch, priced at approximately Rs 20,378 ($229.95), was described as being influenced by the idea of “a piece of cloth” and intended to hold an iPhone or other compact items.

According to Apple, the product’s form relied on a singular 3D-knitted construction that adapts to fit various iPhone models. The company stated that the iPhone Pocket was “born from the idea of creating an additional pocket” and that its design “fully encloses iPhone, expanding to fit more of a user’s everyday items.”

When expanded, the fabric allows the phone’s screen to be visible without removing it from the pouch. Apple said it could be used in several ways, including handheld, tied to bags, or worn on the body.

Molly Anderson, Apple’s vice president of Industrial Design, said the collaboration reflected both brands’ shared aesthetic. “Apple and Issey Miyake share a design approach that celebrates craftsmanship, simplicity, and delight,” she said. “This clever extra pocket exemplifies those ideas and is a natural accompaniment to our products. The colour palette of iPhone Pocket was intentionally designed to mix and match with all our iPhone models and colours.”

Apple confirmed that the iPhone Pocket would be available from November 14 in selected markets, including France, Greater China, Italy, Japan, Singapore, South Korea, the UK, and the US. The cross-body variant would retail for $229.95, while a shorter version, priced at $149.95, would come in additional colours and could be attached to bags or worn over the arm.

The launch, however, drew a mixed response online. Technology commentators and social media users questioned both its design and cost, with many describing it as unnecessary or out of touch.

AI is changing the world right now and what is Apple launching? A completely overpriced iPhone Pocket

Steve Jobs would have never done that. pic.twitter.com/I4krum1PEw

— Jan Rüttinger (@jan_ruettinger) November 11, 2025

Tech reviewer Marques Brownlee, known as MKBHD, commented that the product appeared to test brand loyalty. “Two hundred and thirty dollars. This feels like a litmus test for people who will buy or defend anything Apple releases,” he said.

TWO hundred and thirty dollars This feels like a litmus test for people who will buy/defend anything Apple releases pic.twitter.com/hSAaJXGAOn

— Marques Brownlee (@MKBHD) November 11, 2025

On social media, several users expressed disbelief over the product and its concept. One user wrote, “When the main tech bros are building AI models, Apple is playing with socks. What is happening at @Apple?” Another added, “Thought this was a parody.”

The iPhone pocket everybody. $230 for a cut up sock. Apple people will pay anything for anything as long as it’s Apple. pic.twitter.com/wRtQKBzoqt

— Bently (@bentlyhasfallen) November 12, 2025

Whatever you thought Apple might announce today, you’re not even close…

Introducing iPhone Pocket. pic.twitter.com/x99PGDUy4H

— Basic Apple Guy (@BasicAppleGuy) November 11, 2025

The new Apple iPhone Pocket! pic.twitter.com/bZM59K0MAd

— Erik Richter (@ErikJRichter) November 11, 2025

A third remarked, “Will Apple fanboys defend this too? At this point, it honestly feels like Apple is just testing how far its fans will go to justify anything.” Others offered a more cultural take, with one comment reading, “No one here will understand it but it’s okay. This will be a very popular item for richer Asian office ladies. They love Issey Miyake.”

Apple’s decision to release a fabric-based pouch also reminded many of a similar product launched over two decades ago. In 2004, then-CEO Steve Jobs had introduced iPod Socks, which were priced at $29 and designed to protect the iPod from scratches.