The American technology behemoth Apple has recently encountered widespread online derision following the announcement of a new carrying accessory for its iPhone lineup. The US firm sparked mockery after revealing that the iPhone Pocket, unveiled on Tuesday, would retail for £219.95, despite being essentially a novel way to carry a mobile device. Numerous users on social media quickly targeted the high price point, while others ridiculed its distinct resemblance to a simple piece of everyday knitted footwear. One user on X (formerly Twitter) famously called the item "$230 for a cut up sock," reports The WP Timeswith reference to the BBC.
In an official press release, Apple stated that the brightly-coloured accessory is part of a limited-edition collection developed in collaboration with the renowned Japanese fashion label Issey Miyake. The late designer had a historical connection with the tech firm, having created the signature black turtleneck jumpers famously worn by Apple’s co-founder, Steve Jobs. Apple described the product as being inspired by "a piece of cloth," with its core concept stemming from "the idea of creating an additional pocket." The bag, featuring a short strap design, will be available in eight colours, while the long-strap version comes in three colours.
The announcement generated significant criticism across social media platforms, with many commentators suggesting the release showed that Apple loyalists would "pay for anything." The accessory's open top and sock-like structure also drew backlash regarding practicality; one X user pointed out the lack of security, stating: "no zip, no structure and considering how many thefts of iPhones there are these days... no security?" Some online users even posted humorous images of the actor Sacha Baron Cohen as the fictional character Borat, highlighting the product’s similarity to his iconic bright green mankini. Popular tech YouTuber Marques Brownlee described the case as a "litmus test" to gauge the loyalty of fans who "buy or defend anything Apple releases."
Despite the criticism, some individuals defended the accessory, suggesting the elevated price was justified by the collaboration with Issey Miyake, calling it "a nod to the history of Apple." Social media consultant and analyst Matt Navara told the BBC that the price tag seemed to be less about "function" and more focused on "form, branding and exclusivity." He noted that this type of pricing is not unusual in the luxury fashion world but cautioned that, for most consumers, it appears Apple is "testing the limits of brand loyalty."
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