Apple has officially introduced its newest accessory, the iPhone Pocket, a new carrying case for its line of iPhones. Retailing at £219.95, the product has rapidly morphed into a lightning rod for derision and a cause célèbre on social media channels. Both of these features contribute to a distinctive design that includes an open top and a sock-like frame. You can get it in a 23-inch short strap style in eight fun colors or a 45-inch long strap style in three chic colors.
This latest accessory includes a collaborative design with the late fashion designer Issey Miyake. He famously collaborated with Apple to produce the minimalist black turtleneck jumpers that Steve Jobs was so fond of. The association with Miyake adds an air of exclusivity to the product. Even with these additions, it’s still being criticized for its design and high starting price tag. According to our users, it feels like a delightful experience realizing that iPhone Pocket becomes an everyday knitted sock which is indulgent. One Facebook user even quipped that it was “$230 for a hacked-up sock.”
Now, critics have taken to social media to express their ire over the new product’s design. Others have taken to humorously shamed the comparison. They compare it to the bright green mankini sported by Sasha Baron Cohen’s character, Borat. Mostly, one early user underscored the iPhone Pocket’s biggest miss—the fact that it has “no zip, no structure. This creates major security risks, particularly as smartphone thefts continue to spike.
Advocates for the iPhone Pocket say its luxury markup demonstrates the craftsmanship that went into the piece alongside Miyake. In the process they play up Apple’s cultural significance, even cradle of innovation arguments. Social media consultant Matt Navara called the price tag “bonkers.” Here’s why he thinks it misses the mark, prioritizing “form, branding, and exclusivity” over function.
“But for most consumers, it feels like Apple is testing the limits of brand loyalty.” – Matt Navara
Then, popular consumer tech YouTuber Marques Brownlee jumped in on the pile-on. He referred to the iPhone Pocket as a “litmus test” for Apple aficionados who, let’s face it, will pretty much “buy or justify anything Apple comes up with.” Taken together, this new consumer perspective signals a growing concern among consumers. They ask if they are being made to pay premium prices for products that may not deliver tangible benefits.
The pushback and applause around the iPhone Pocket highlight Apple’s intent in leveraging strategic brand positioning. Consumers really appreciate the artistic collaboration and novelty of the product. Some think it just further exposes an elitism gap between Apple and its users. The ensuing public discussion has only escalated the tenor and debate. The iPhone Pocket will be the most telling sign of how consumers are reacting to Apple’s rapidly changing product lineup.