London— 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 in a statement Tuesday.
Designed to fit any iPhone, the Pocket will be released Friday and will be available in a range of colors.
Apple and ISSEY MIYAKE share a design approach that celebrates craftsmanship, simplicity, and delight,” Molly Anderson, Apple’s vice president of industrial design, said in the statement.
“This clever extra pocket exemplifies those ideas and is a natural accompaniment to our products,” she added. “Its recognizable silhouette offers a beautiful new way to carry your iPhone, AirPods, and favourite everyday items.”
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 set to cost $149.95 and the long version $229.95.
$230 for a cut up sock. Apple people will pay anything for anything as long as it’s Apple,” wrote one user on X.
