Apple's $230 iPhone pocket triggers craze, sold out globally
What's the story
Apple's latest accessory, the iPhone Pocket, has become an overnight sensation. The wearable pouch, designed in collaboration with Japanese fashion house Issey Miyake, was launched on Friday and sold out within minutes both online and offline. The product's unique design and limited availability have contributed to its high demand.
Unique design
A blend of fashion and technology
The iPhone Pocket is not just a regular phone pouch. It comes in two versions, short ($150 equivalent) and long ($230 equivalent), both made from Miyake's signature 3D-knitted fabric. The product pays homage to the label's design heritage and has been further popularized by Miyake's association with Steve Jobs, who famously wore a black turtleneck designed by him.
Scarcity appeal
Limited availability fueled demand
Apple has only listed 10 physical stores worldwide to sell the iPhone Pocket, with SoHo being the only US location. Other stores are in major fashion capitals like Tokyo, London, Paris and Milan. The limited distribution and quick online sell-outs have added to the product's allure. Even those who arrived just after opening time found empty shelves at SoHo store.
Market trend
Apple's foray into wearable phone accessories
The launch of the iPhone Pocket marks Apple's continued expansion into wearable phone accessories. In September, the company had launched a crossbody add-on that turns an iPhone into a small handbag, a trend popular in Asia. The new pouch takes this concept further with an expandable knitted sleeve for carrying extras like AirPods or lip balm.
Collector's item
Nostalgia and cultural significance drive demand
Older Apple fans have compared the iPhone Pocket to the colorful knit covers of early-2000s iPod Socks. For some buyers, this new launch feels like a modern reinterpretation of that playful era. Content creator Michael Josh bought several pouches and likened them to art objects, highlighting their craftsmanship and cultural significance rather than practicality as key selling points. "Some people won't understand the hype," he said.