Why Issey Miyake iPhone Pocket Sold Out Immediately

What if one product could target tech bros, bag lovers, and streetwear enthusiasts all at the same time? Apple’s new iPhone Pocket attempts to answer this question. Launched in collaboration with Issey Miyake, this knitted device that looks like a sock does exactly what its name suggests – acts as a colorful elastic pocket for your phone.

Unsurprisingly, the release of the iPhone Pocket immediately polarized public opinion. Social media is awash with jokes and memes about its hefty price tag, which is $150 for the short-strap version and $230 for the long-strap version. Many have also drawn comparisons to Dr. Seuss’ fictional generic costume Thneeds. The Loraxwhich aptly symbolizes the pitfalls of unfettered consumerism.

Despite public criticism, all colors of the iPhone Pocket were sold out within hours after its release on November 14th.

Provided by Apple

What is iPhone Pocket?

Unlike typical phone cases, the iPhone Pocket is designed to hold any iPhone model, as well as small essentials like AirPods or lip gloss. This 3D-knit pouch has a ribbed stretch construction and can be worn in a variety of ways: in the hand, wrapped around a bag strap like a keychain, or worn cross-body.

The concept is reminiscent of Issey Miyake’s radical design philosophy centered on the “piece of cloth”; the designer set out to minimize cutting and sewing by creating garments from a single continuous piece of material, resulting in seamless sculptural forms.

Pocket marks Apple’s first major collaboration with a fashion brand since Apple Watch Hermès in 2015, and in many ways Issey Miyake seems like a fitting choice. The late Steve Jobs turned the designer’s black turtleneck into a sort of personal uniform that he wore regularly. There is also a natural connection between the two brands’ design philosophies: a focus on simplicity, intuitive functionality and technical precision.

“The design of the iPhone Pocket reflects the connection between iPhone and its users, while keeping in mind that Apple products are designed for versatility and versatility,” Miyake Design Studio design director Yoshiyuki Miyamae said in an official Apple press release. “Simplicity [the iPhone Pocket’s] The design echoes our practice at Issey Miyake – the idea of ​​making things less clear-cut to allow for possibility and personal interpretation. ”

Provided by Apple

Why is it sold out?

The public’s initial negative reaction to the iPhone Pocket may actually be a key factor in its commercial success. Particularly in the tech space, critics are concerned that accessories are too expensive for what is essentially a simple piece of knitwear.

One X users said that Apple loyal fans are “willing to pay any price as long as it is an Apple product.” Others commented that the Pocket failed to provide the core function that a mobile accessory should have – protection. Instead, users claim, Pocket only slows down access to their phone, as extra steps must be taken to remove the device from the knitting before texting or opening the camera app.

These criticisms, while valid, only amplify the product’s popularity and appeal. Ultimately, while the Pocket is positioned as a functional accessory, it’s designed for collectors and luxury enthusiasts – which is why it’s only available in a handful of flagship stores around the world and has limited online stock.

In this sense, the iPhone Pocket is, in principle, no different than the popular Rhode “lip gloss case” – a silicone phone case that holds lip gloss in its recessed exterior. Both accessories are quirky and tongue-in-cheek enough to generate interest, and functional enough to cost a person’s disposable income.

The success of the iPhone Pocket also confirms an emerging and highly profitable trend: strategic alliances between big tech and luxury fashion. It’s a win-win situation for two industries that rely heavily on exclusivity, novelty and collector culture.

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Updated on November 17, 2025