Apple’s £220 iPhone Pocket: A Price Tag That’s Testing Loyalty

Apple has unveiled the Apple iPhone Pocket, a minimalist accessory priced at £219.95 that has provoked both ridicule and fascination online. The limited-edition carrying case, created in collaboration with the Japanese fashion label Issey Miyake, is being described by the company as “an additional pocket” inspired by the idea of “a piece of cloth”.

The product announcement sparked an immediate reaction on social media, where users mocked the high price and its resemblance to a knitted sock. One user commented that it looked like “a £230 cut-up sock”, while others questioned the practicality of a bag with “no zip, no structure, and no security”.

“This kind of pricing is not new in the world of luxury fashion or designer collaborations,” said social media analyst Matt Navarra. “But for most consumers, it feels like Apple is testing the limits of brand loyalty.”

From Steve Jobs to the catwalk

The accessory is part of a collaboration with Issey Miyake, the Japanese designer whose partnership with Apple dates back to the black turtlenecks famously worn by co-founder Steve Jobs. Apple described the new range as “a modern nod to our creative past”, offering both short and long strap options in a series of bright colours.

While some critics see it as a step too far for a company known for sleek functionality, others have praised the design as a collector’s piece bridging technology and fashion. The collaboration is limited in number and will not be sold through traditional Apple retail channels.

Reaction from fans and critics

Tech commentator Marques Brownlee called it “a litmus test for Apple fans who will buy or defend anything the company releases”. Online reactions have ranged from sharp humour to genuine intrigue, with some pointing out that partnerships between technology and fashion are increasingly shaping product launches across industries.

Fashion analysts have noted that the collaboration follows a growing trend for tech luxury hybrids, a space where design exclusivity matters more than practicality. The partnership mirrors similar moves by brands combining digital design and couture craftsmanship, as seen in collections highlighted by the Design Museum.

Testing the brand’s limits

Apple has remained silent on the online criticism, but analysts say the product’s price point is in line with a broader strategy that leans on brand prestige rather than necessity. The company’s approach echoes the premium pricing models used in high-end fashion, where scarcity, design heritage, and brand mythology drive value.

“It’s about symbolism and identity rather than utility,” one London-based fashion consultant said. “Apple knows its audience and it’s not selling a bag—it’s selling belonging.”

The Apple iPhone Pocket will be available in eight colours with a short strap and three with a long strap. Whether it becomes a cult classic or a cautionary tale for brand excess remains to be seen.

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[Image Credit | Apple]

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