Apple announced that it will sell “iPhone Pocket,” a limited-edition product in collaboration with Japanese designer brand Issei Miyake, from the 14th.
Introduced by Apple as a “beautiful way to carry your iPhone,” the accessory is designed to hold your phone and belongings and can be hung on your shoulder or tied to a bag. The short strap version costs $149.95, and the long strap version costs $229.95.
Apple gave meaning to the product, saying it reflected Issei Miyake’s unique design and craftsmanship, but negative opinions about the price and shape poured out online. One X user criticized, “Is it $230 for cutting socks?” Another X user expressed concern over security, saying, “There are so many cases of iPhone theft these days that it is okay because there is no zipper.”
Popular IT YouTuber Marcus Brownlee also said the product will be a “litmus test” for fans who buy or advocate everything Apple releases.
Social media consultant and analyst Matt Navarra told the BBC that the price of the product was “more focused on shape, branding and exclusivity than functionality.”
“This pricing policy is not new in the world of collaboration with luxury fashion brands or designers,” he said. “For most consumers, it makes them feel that Apple is testing the limits of brand loyalty.”
JENNIFER KIM
US ASIA JOURNAL
