Apple's Issey Miyake iPhone Sock launched today, but it's not as random as it sounds
Mashable covers all of Apple's product launches, and we've been speculating for months on what products the company might still release in 2025. We thought we might get AirTags 2.0, a new Apple TV device, or an updated HomePod. Truly, we did not see the iPhone Sock coming.
Designed in collaboration with the innovative brand Issey Miyake, the iPhone Pocket officially launched on Friday, and the reaction across the web has been very entertaining. The internet, in its collective wisdom, has unofficially rebranded the 3D knit phone holder as the iPhone Sock, which is fair, as Apple says the product was "inspired by the concept of 'a piece of cloth'". One enterprising creator even made their own version of the pricey designer accessory, using an old sock, of course.
The iPhone Pocket Sock comes in two sizes (short and long) and can be held in your hands, worn cross-body, or wrapped around a bag handle — priced at $149.95 and $229.95. Even many Apple fans were put out by the price, as $230 is a big ask for a phone holder, especially in this economy.
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Of course, those aren't unheard of prices for designer accessories, especially from a brand like Issey Miyake, and Apple has proven time and again that if Apple builds it, people will buy it. (With the possible exception of the Vision Pro, of course.) As of this writing, the iPhone Sock is completely sold out in all colors at the online Apple Store, but customers may still be able to snag one at select Apple Stores IRL.
So, what is the iPhone Sock?
An Apple press release states:
iPhone Pocket features a ribbed open structure with the qualities of the original pleats by ISSEY MIYAKE. Born from the idea of creating an additional pocket, its understated design fully encloses iPhone, expanding to fit more of a user’s everyday items. When stretched, the open textile subtly reveals its contents and allows users to peek at their iPhone display. iPhone Pocket can be worn in a variety of ways — handheld, tied onto bags, or worn directly on the body. Featuring a playful color palette, the short strap design is available in eight colors, and the long strap design in three colors.
This might seem like a random product for Apple, but the company also released the colorful Apple Crossbody Strap this fall, though with a more reasonable $59 price tag. Apple and Issey Miyake also have a history together.
Steve Jobs and Japanese designer Miyake were actually friends, and according to Apple legend, Jobs once tapped Miyake to design an Apple uniform, which never came to fruition. Apple has continued without Jobs, and likewise, the fashion brand Issey Miyake has continued without its namesake founder, who passed away in 2022.
In the West, Issey Miyake is best known for its origami-inspired handbags and popular fragrances.
Have Apple and Issey Miyake lived up to their founders' vision? We don't know, but we are curious about what Steve Jobs would have said about the $230 iPhone Sock. He and Miyake were friends, after all.
Timothy Beck Werth is the Tech Editor at Mashable, where he leads coverage and assignments for the Tech and Shopping verticals. Tim has over 15 years of experience as a journalist and editor, and he has particular experience covering and testing consumer technology, smart home gadgets, and men’s grooming and style products. Previously, he was the Managing Editor and then Site Director of SPY.com, a men's product review and lifestyle website. As a writer for GQ, he covered everything from bull-riding competitions to the best Legos for adults, and he’s also contributed to publications such as The Daily Beast, Gear Patrol, and The Awl.
Tim studied print journalism at the University of Southern California. He currently splits his time between Brooklyn, NY and Charleston, SC. He's currently working on his second novel, a science-fiction book.
