Apple has surprised the market by unveiling the iPhone Pocket, a 3D-knit belt bag created in collaboration with the Japanese fashion house Issey Miyake. The piece expands the Apple ecosystem beyond the device itself, turning the iPhone into a style accessory with added functionality.
The retail price starts at US$149.95 for the short-strap version and reaches US$229.95 for the long-strap model. It will be available online and in selected Apple Stores from 14 November across various countries in Europe, Asia and North America.
The design is deliberately simple and understated: mesh in neutral or vibrant tones, with delicate finishing and a minimalist aesthetic — directly evoking Jobs’ ethos and the philosophy of “less is more”, much like Apple’s previous collaboration with Hermès.
The arrival of a fashion product carrying the Apple name and conceived alongside Issey Miyake rekindles the memory of Steve Jobs — not only as a technology pioneer, but as someone who viewed technology and design as inseparable, and who admired Miyake’s creations so deeply that he made the designer’s iconic mock turtleneck part of his personal style.
Media discussions around the release focus on three main points: first, whether this move represents a new frontier between tech and fashion, turning gadgets into aspirational lifestyle pieces; second, whether the high price distances consumers rather than positioning Apple closer to accessible luxury; and third, what the bag’s actual functionality is — beyond being a design statement, it holds an iPhone, AirPods, keys and other essentials, but doesn’t significantly alter the device’s capabilities.
This launch goes beyond a mere accessory: it signals how technology brands are redefining value in contemporary lifestyle — not only what a device can do, but how it integrates into one’s image, attire and identity. In a world where luxury is measured by experience and style, the iPhone Pocket encapsulates the notion that the object holding the gadget can be just as desirable as the gadget itself.
