By Jack Guy, CNN
Apple has released the iPhone pocket, developed in conjunction with fashion designer Issey Miyake. Photo: Apple
Apple has built its reputation on cutting-edge devices and sleek design, but the company's latest product is decidedly more low-tech.
The iPhone Pocket is a knitted strap developed in conjunction with fashion designer Issey Miyake, "born from the idea of creating an additional pocket", Apple (AAPL) announced.
Designed to fit any iPhone, the Pocket will be available in a range of colours.
"Apple and ISSEY MIYAKE share a design approach that celebrates craftsmanship, simplicity, and delight," Apple industrial design vice president Molly Anderson said.
"This clever extra pocket exemplifies those ideas and is a natural accompaniment to our products," she added. "Its recognisable silhouette offers a beautiful new way to carry your iPhone, AirPods and favourite everyday items."
Apple iPhone pocket developed in conjunction with ISSEY MIYAKE. Photo: Apple
However, eyebrows have been raised by the hefty price tag of what Apple says is a product "inspired by the concept of a piece of cloth", with the short Pocket to cost US$149.95 (NZ$263) and the long version US$229.95 (NZ$404).
"$230 for a cut up sock. Apple people will pay anything for anything as long as it's Apple," wrote one user on X.
Others likened the Pocket to the neon-green mankini worn by Sacha Baron Cohen's comic character, Borat, with another X user posting a picture of the lime-green Pocket alongside an image of Borat in his revealing swimwear.
"Same vibe," reads the caption.
While there was incredulity in some quarters, others had a more nuanced reaction.
Technology analyst MG Siegler called it "an insanely expensive sock" in his Spyglass newsletter, before exploring the rationale behind the product.
Siegler said Miyake was one of Steve Jobs' favourite fashion designers.
"I think the most important/interesting aspect of this product is actually the continuing trend of turning the iPhone into a wearable," he wrote.
"What started with armbands for runners back in the day is now more of a daily wearable strap for many people, it seems," added Siegler, citing the launch earlier this year of Apple's iPhone Crossbody Strap, which retails at US$59 (NZ$103).
"It's another accessory and a way to splash some colour upon your outfit," he said.
- CNN
